UNDERSTANDING EVENT MANAGEMENT AS TOOL OF MARKETING ANDCOMMUNICATION

Abstract

Pandemic posed drastic challenges for event management organizations. COVID-19 protocols resulted in drop of number of attendees, shift of offline events to virtual platforms, event postponement and even cancellation. Pandemic almost brought standstill to the event industry and allied companies struggled to generate revenue. Since life now is back to
normal, it is crucial to understand the essentialities of event management that can help in achieving targeted marketing and communication goals