EVENTS MARKETING MODEL OF DUBAI SHOPPING FESTIVAL

被引：1
|
作者：
Vel, K. Prakash [1 ]
Suhail, Laila Mohamed [2 ]
Dokhan, Amal [3 ]
机构：
[1] Univ Wollongong, Fac Business, Dubai, U Arab Emirates
[2] Dubai Festivals & Retail Establishments, Dubai, U Arab Emirates
[3] King Abdulla Univ Sci & Technol, King, Saudi Arabia
来源：
REVISTA BRASILEIRA DE MARKETING | 2014年 / 13卷 / 06期
关键词：
Events Marketing; Internal Drivers; External Drivers;
D O I：
10.5585/remark.v13i6.2811
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Cities and places have become major destinations through taking the extra mile of creativity and offering a well-researched package of offerings through systematically planned events. One such leading example in the list of successful festivals that have earned a global reputation due to its uniqueness and creative event offerings is the Dubai Shopping Festival (DSF) in the United Arab Emirates. This paper is a case study based description of the internal and external drivers involved in planning and implementing a global event successfully and has captured the various drivers through a structured framework. The analysis serves as a good addition to the existing literature on 'Events Marketing'.
引用
收藏
页码：138 / 147
页数：10
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