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Trade fairs and exhibitions as marketing instruments; Trade fairs and exhibitions in Berlin

Trade fairs and exhibitions as marketing instruments; Trade fairs and exhibitions in Berlin

Problemorientierung, Entwicklungslanderbezug, Zentrum fur Technologische Zusammenarbeit, Technische Universitat Berlin (07): 85-96; 97-104

The first paper discusses the place of trade fairs in the marketing mix and the organization and planning required to participate in and benefit from them. Various examples are given to show how they compare with other market promotion media in terms of costs and benefits.

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