Aumentando a visitação do shopping com atração musical

Ana Akemi Ikeda, Edson Crescitelli and Rogério Miola

RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), 2006, vol. 10, issue 1, 161-174

Abstract: The case approaches musical events promoted by Anália Franco Shopping in 2003 and 2004. The aim of these events was to enhance qualified visitors to the mall. The case also depicts the scenario that originated this initiative; the shopping profile; the project "great musicals shows", its origin and results. Finally, it presents the main results of a 2004 field research, which collected opinions, attitudes from the audience about the events and the mall.

Date: 2006
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