Event-Handel

Event-Handel
Handelsveranstaltung, bei der Events (Sport, Musik-, Kultur-, Wissenschafts-, Gesundheits- bzw. karitative Veranstaltungen) erzeugt werden, und auf denen ausgewählte Händler spezielle, auf die Zielgruppe der Besucher ausgesuchte Waren anbieten. Vielfach sind es einzelne Unternehmen, die eine erlebnisorientierte Inszenierung von unternehmens- oder produktbezogenen Ereignissen im Rahmen ihrer Unternehmenskommunikation vornehmen, z.B. Legoland, Autostadt Volkswagen in Wolfsburg. Mittels E.-H. wird versucht, den Warenabsatz durch animierende Freizeitaktivitäten zu forcieren ( Erlebnishandel).

Lexikon der Economics. 2013.

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