1. EVENTS MARKETING MODEL OF DUBAI SHOPPING FESTIVAL.
- Author
-
Vel, K. Prakash, Suhail, Laila Mohamed, and Dokhan, Amal
- Subjects
EVENT marketing ,BUSINESS models ,SHOPPING ,CREATIVE ability - Abstract
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]
- Published
- 2014
- Full Text
- View/download PDF