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Marketing Communications

C/M/2318. Dissertation. The role of marketing communications at Glastonbury festival

WORDS:

8200

DATE:

2011

PRICE:

89.99 GBP

This dissertation aims to examine how the role of marketing communications affects the success of Glastonbury festival. The objectives are to explore the development of the Glastonbury Festival as a brand, to identify the evolution of marketing technology as a way to sell Glastonbury Festival as a brand, to analyse the impact of marketing large headline acts on the nature of the festival and the effect on the number of attendees, revenues and the nature of the acts, and to investigate whether the “utopia” of the Glastonbury Festival has been lost through marketing a celebrity brand. The review of literature examines the development of festivals over the last 30 years, as well as discussing the marketing theory. The significance of the Glastonbury Festival is assessed in reference to their demographics. The research methodology is then discussed, and this section details the data collection methods used. The findings from the research are identified and analysed, and conclusions are made regarding recommendations and areas for future research.

KEYWORDS: Dissertation, marketing communications, Glastonbury festival, marketing technology, marketing theory!,