Natasha Humaira Primary Author mixed material bibliography Jakarta LSPR 2025 en English

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This study analyzes the Integrated Marketing Communication (IMC) strategies of Märchenbazar, a niche Christmas market in Munich known for its fairytale-inspired theme and sustainability values, from both event organizer and visitor perspectives. In a highly competitive landscape of over 25 Christmas markets attracting millions of visitors, specialized markets like Märchenbazar face unique communication challenges in differentiating themselves while engaging diverse audience segments during limited operational periods. Using a qualitative case study approach, this research draws on semi-structured interviews with organizers and visitors, document analysis, and direct observation to examine how the market's six IMC tools (advertising, public relations, sales promotion, direct marketing, sponsorship, and personal selling) are strategically deployed and received during its 32-day operation. The dual-perspective analysis reveals that Märchenbazar employs an "Experience-Based IMC Model" that prioritizes creating authentic experiences over traditional promotional intensity, achieving visitor satisfaction ratings of 7.5-10/10 despite operational constraints and competitive pressures. The research contributes to academic discourse on event-based IMC implementation and offers practical insights for organizers of seasonal cultural events, particularly those operating in cross-cultural contexts, by demonstrating how authentic experiential elements can serve as effective communication vehicles that generate organic promotion while maintaining consistent brand identity across diverse stakeholder groups. Keyword: Integrated Marketing Communication, Christmas Market, Cultural Events, Event Marketing, Experience-Based Marketing Marketing Communication Sylvia A. Roennfeld, M.Si. 2025 Skripsi-Kualitatif Natasha Humaira NONE Library LSPR Institute of Communication and Business Amani Library Management System S1.MKT.134.25 S102887SP Hanya Tersedia Softcopy S1.MKT.134.25 sampul_skripsi.jpeg.jpeg 9768 2025-12-29 11:42:26 2026-01-06 10:59:46 machine generated