| Autor: |
Vel, K. Prakash, Suhail, Laila Mohamed, Dokhan, Amal |
| Předmět: |
|
| Zdroj: |
REMark: Revista Brasileira de Marketing; out-dez2014, Vol. 13 Issue 6, p138-147, 10p |
| Abstrakt: |
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'. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
|
