search query: @indexterm exhibitions / total: 125
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| Author: | Reinitzhuber, K. |
| Title: | AluTeam-AMAG Vertriebsgesellschaft mbh Neuverteilung der Aufgaben zur Messeplanung und -durchführung |
| Journal: | Zeitschrift für Betriebswirtschaft
1990 : DEC, VOL. 60:12, p. 1295-1314 |
| Index terms: | EXHIBITIONS SALES PROMOTION MARKETING MARKETING STRATEGY |
| Language: | ger |
| Abstract: | The paper analyses a turnaround in the exhibitions-strategy of a particular international firm. As long as gaining the awareness of customers is the dominating marketing objective, image fairs are appropriate. They are within the responsibility of central marketing. But once a high level of knowledge of the company is reached, it becomes more important to see the products and to get closer to the customer. Special fairs are appropriate here. The product divisions have responsibilities and may or may not use the expertise of central marketing. Exhibitions abroad are carried out by the local offices. Central marketing is helpful in the preparation of the fair. |
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