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C/M/2093. Dissertation. Role of Marketing Communications in Success of Glastonbury Music Festival

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9050
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DATE:
2011
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The dissertation examines the effects of marketing on the success of the Glastonbury Festival. Literature is reviewed on the theory of events management, marketing theory, the concept of ‘word of mouth’ (WOM), the history of the Glastonbury Festival, its background and demographics, etc. The methodology of the research includes analysis of secondary data and primary data obtained via questionnaires, and their statistical analysis aimed to illustrate the evolution of marketing techniques and successes of the Glastonbury Festival brand. Conclusions are made about the full circle the Festival underwent in the use of marketing technology and the evolution of WOM marketing.

 

KEYWORDS: Dissertation, Marketing Communication, Glastonbury Music Festival, word of mouth, WOM,

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