Marketing Evaluation from Traditional to Contemporary Methods at Dokufest

Marketing is one of the key pillars in the organization which ensures sustainability and longevity, applies traditional concepts and methods to the most contemporary ones. To make sure that if the results are achieved, then it must use evaluation systems and effective tools to ensure the performance and safe development of the organization. The product and service chain system is becoming increasingly difficult to manage due to a competitiveness and the functions of the organization which are related by the market research, planning and using the adequate marketing concept, production, policies of distribution and sale of products and services, of the manufacturing, service or NGO. In the last decades, many transformations have been made from traditional marketing to contemporary marketing, or in other words, to marketing 3.0 and 4.0, nfluenced by external environmental factors. DokuFest is an annual international festival of short documentary film, is held every year in the month of August in the old town of Prizren with a multicultural heritage and diversity. This paper presents the research of the evaluation of the transformation from traditional marketing to contemporary marketing of Dokufest, through which we will understand the impact of Marketing evaluation from the traditional to the contemporary one.