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Die Bedeutung von Erlebnissen im Prozess der Value Co-Creation bei Veranstaltungen

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Events und Erlebnis

Part of the book series: Markenkommunikation und Beziehungsmarketing ((MBM))

Zusammenfassung

In praxisorientierten Publikationen (vgl. z. B. Eisermann/Dodt/Roßbach 2014; Müller 2014, S. 1ff.; Thinius/Untiedt 2013) sowie in wissenschaftlichen Texten (vgl. z. B. Drengner 2014; Quinn 2013, S. 42ff.; Drengner/Jahn 2012; Weinberg/Nickel 2007) besteht Einigkeit darüber, dass Erlebnisse sowohl als wichtige Determinante des Erfolgs von Events aufzufassen sind als auch einen wertvollen Beitrag zur Analyse der Wirkungen von Veranstaltungen leisten.

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  1. Professur für Dienstleistungsmarketing und -management, Hochschule Worms, Erenburgerstr. 19, 67549, Worms, Deutschland

    Jan Drengner

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  1. Professur Marketing und Handelsbetriebsl, TU Chemnitz, Chemnitz, Germany

    Cornelia Zanger

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Drengner, J. (2017). Die Bedeutung von Erlebnissen im Prozess der Value Co-Creation bei Veranstaltungen. In: Zanger, C. (eds) Events und Erlebnis. Markenkommunikation und Beziehungsmarketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-19236-5_2

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