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Keywords: Festivals
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Journal Articles
Journal:
Business Strategy Series
Business Strategy Series (2010) 11 (6): 371–382.
Published: 09 November 2010
... festival event in Abu Dhabi, UAE, in 2009, registering a visitorship of five‐times their target, 89 per cent satisfaction and a staggering 99 per cent of the visitors planning to visit the festival again in 2010. Design/methodology/approach A literature review on event marketing, megamarketing...
