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events that are held by companies or special event agencies. Usually short in duration (0.5-4 days) and take place in one location. These events are held for a limited number of people known to the company – the target audience is invited in advance. There is a difference between internal and external events. Internal events are organised for employees (internal audience) and belong to the field of HR. External events are organised for clients, partners and journalists (external audience) and belong to the field of marketing, sales promotion and promo activities. The main characteristics of these events are conviviality, interactivity, entertainment and a festive atmosphere.