Интегрисани приступ маркетингу догађаја: анатомија успеха 2025, Integrated Approach In Event Marketing: “Anatomy of Success 2025”

<jats:p>The paper presents an integrated approach to event marketing using the case of the event “Anatomija uspeha 2025.” The theoretical framework explains the key concepts of event marketing, the fundamental phases of event organization, and the importance of consistent communication and visual identity. The practical part outlines the complete planning process: from defining the target group and team structure, through program development, budgeting, and timeline design, to the creation of a promotional strategy based on five communication phases. The findings indicate that an integrated approach enables clearer event positioning, higher audience engagement, and a model applicable to future event realizations.</jats:p>