Relationship of Advertising, Word of Mouth and Event Marketing to Marketing Management (Literature Review Study)

Authors

  • Ding Chong Lecturer of Hubei University of Chinese Medicine, Wuhan

DOI:

https://doi.org/10.38035/dijefa.v3i1.1425

Keywords:

Advertising, Word of Mouth, Event Marketing, Marketing Management

Abstract

The Literature Review article on the Relationship of Advertising, Word of Mouth and Event Marketing to Marketing Management is a scientific article that aims to build a research hypothesis on the influence between variables that will be used in further research, within the scope of Marketing Management. The method of writing this Literture Review article is using the library research method, which is sourced from online media such as Google Scholar, Mendeley and other academic online media. The results of this study are: 1) Advertising is related to Marketing Management; 2) Word of Mouth related to Marketing Management; and 3) Event Marketing related to Marketing Management. Apart from these 3 exogenous variables that affect endogenous variables, there are many other factors including Sales, Product, Marketing Research and Price Decision variables.

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2022-09-28

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Vol. 3 No. 1 (2022): Dinasti International Journal of Economics, Finance & Accounting (March - April 2022)

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