Event marketing: evaluation of the FLIPORTO Literary Festival brand

This interesting study investigates how the client or end consumer or citizen is at the heart of the FLIPORTO literary festival's business model and how it performs the highest level of governance by reporting and publicising results achieved in its five annual editions from 2008 to 2012. The results conclude that the efficiency model of the FLIPORTO brand is highly related to the greater participation of society as a key product of innovation, transformation and socio-economic and cultural development over time.