The challenges posed by international trade fair projects

Kamphus, Manfred

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Virtually no company can take the liberty of not exhibiting their products at trade fairs. If a company operates internationally, it will inevitably showcase its products at major international trade fairs.

This article highlights, which processes are key to international trade fair projects.

It analyses, where to exhibit, how to manage cost control for international trade fair programmes and how to develop holistic fair concepts, which can be implemented globally. Advantages and disadvantages of centralised, decentralised and hybrid marketing are discussed, before it introduces ...

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