Online course for introducing fairs & exhibitions into marketing & communication
Samenvatting
This online course is directed to lecturers who want to introduce the topic "fairs and exhibitions" to marketing
and communications type classes, students who want information about trade fairs as a marketing instrument and personnel of exhibiting organisations who want to learn about the benefits of participating in trade fairs.
The content is structured as follows: In Chapters I general information about trade fairs and the exhibition industry is presented (definitions, integration into the marketing mix, historical background, benefits of trade fairs). The essential features of the participation in trade fairs are described in Chapters IV - VI. A special focus is paid to integrated marketing and the future of the value of trade fairs and exhibitions in overall marketing strategies and action plans.
Kennisdocument
