How to Celebrate the 115th Anniversary of the Establishment of Mamaia Resort by Using Public Relations Tools

• Main Author: Mariana Jugănaru
• Format: Article
• Language: English
• Published: Ovidius University Press 2020-01-01
• Series: Ovidius University Annals: Economic Sciences Series
• Subjects: public relations; marketing events; mamaia resort; romania 2021
• Online Access: https://stec.univ-ovidius.ro/html/anale/RO/wp-content/uploads/2021/03/Section%204/18.pdf

Marketing communication is experiencing a permanent process of development determined by changes in people's lifestyles, changes in customer behavior, all of these generated by the remarkable evolution recorded in the field of communication technology. Organizations are reconfiguring their marketing communication strategies in order to address the stakeholders, using modern marketing techniques, able to combine customer involvement, motivation and emotions. Public relations has become an increasingly present tool in organizations’ communication structure in all fields of activity, and organizing events holds a significant share. The focus on public relations and marketing events is based on their specific features, what distinguishes them from other communication techniques and gives them certain advantages for any organization. The aim of this study is to suggest the importance of drafting a communication strategy for Mamaia resort, which in the summer of 2021 will celebrate 115 years of activity.