Ergün Kalayci opens a window into wedding marketing in Turkish event halls in Germany in this book. He navigates the complex waters of service, ethnic, and event marketing to outline a marketing strategy aimed at increasing customer satisfaction and economic profitability. Through a carefully designed mixed-methods approach, the author examines the different market segments for Turkish event halls and categorizes customer preferences into clear segments. These insights serve as a key to understanding the relationships between customer demands, event design, and customer satisfaction,...