Event Marketing – Effectivness of Adventure and Emotions in Company Marketing Mix

This thesis deals with the topic of event marketing and its effective utilization in the marketing communication mix of a company. It specifies the different types of events, the planning process and creation of an event marketing strategy. In the analytical part the current state of operation of event marketing in a business company is described. Optimal event marketing strategy in a business company is proposed within the solution suggestion focusing on attracting attention with the help of unusual experiences, strengthening existing business relations and establishing new business relationships