Events Marketing Model of Dubai Shopping Festival

K. Prakash Vel, Laila Mohamed Suhail, Amal Dokhan


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’. 


: Events Marketing, Internal drivers, External Drivers

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Direitos autorais 2019 Revista Brasileira de Marketing – Remark

Revista Brasileira de Marketing – ReMark

e-ISSN: 2177-5184

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