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Analysis Of The Glastonbury Festival

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Introduction
This research article will look to define marketing, discuss key concepts and investigate how marketing has evolved, with the recent introduction of digital technology and new media. This research article will also evaluate how the Glastonbury Festival utilises social media marketing and the impacts it has had on promoting the event.

What is marketing?
The American Marketing Association (2017) define marketing as “the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large.” This suggests that marketing is a planned and strategic process, comprising of several activities to ensure that a companies message …show more content…

Booms and Bitner (1981) extended this concept, to include the people involved – such as customers and employees, physical products – such as brochures and business cards and the process in which the service or product is delivered.

It could be argued that these ‘7 Ps’ are more relatable to the service industry, including the events industry because part of this mix concentrates on people, including customer expectations, perceptions, experiences and feedback – meaning that services can be improved and customers can be retained. However Jobber et al. (2009) discuss how in today’s society, after a business has segmented it’s market and identified their target audience, it is easier to position their business within the industry using the ‘4 Cs’ – By portraying a clear idea with a simple and easy message or logo, ensuring that this message or logo is consistent and therefore easily identified and by being both credible and competitive. Examples of where this has worked well, can be seen in figures 1 and …show more content…

As different methods will target different people in different ways and at different times, many companies still combine a variety of different marketing methods to promote products, services or events to reach as wide an audience as possible – this combined with the limitations related to each method makes it very difficult to establish which method is

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