Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

The Role of Event Marketing in Developing the Market for Medicinal Plants and Natural Products in Knowledge-Based Companies

Document Type : The scientific research paper

Authors
Morteza Alipour Arjestan 1
Mahmood Ahmadi Sharif 2
Mohammad Reza Ghorbanian 2
1 PhD Student, Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.
2 Assistant Professor, Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.
JABM.3.2.15564.35125656565088
Abstract
In today's world, knowledge-based companies, especially in the field of medicinal plants and natural products, face many challenges in the marketing process and interaction with stakeholders. These challenges include insufficient brand awareness, intense competition in the market, and problems in establishing effective communication with customers. These problems led researchers to design this study to examine and analyze the effectiveness of the event marketing model in these companies. The main goal of this study was to identify how marketing events can be used as a strategic tool to increase brand awareness, strengthen business relationships, and promote sales in these companies. To achieve this goal, in-depth interviews were conducted with experts in the medicinal plants and natural products industry. The results of this study showed that strategic goal setting and careful planning, choosing the appropriate type of event, developing educational and useful content, professional event implementation, and establishing effective communication with stakeholders are key factors for success in this marketing model. In addition, careful evaluation of event results and continuous improvement of marketing strategies also play a vital role in the long-term success of knowledge-based companies.
Keywords
Event Marketing
Market Development
Herbal and Natural Products
Knowledge-Based Companies

Subjects

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Journal of Intelligent Marketing Management
Volume 6, Issue 2 - Serial Number 28
Summer 2025
Pages 348-365

  • Receive Date 29 April 2024
  • Revise Date 25 May 2025
  • Accept Date 31 May 2025