Erfolgsfaktor Kommunikation bei Messeauftritten.

Trade fairs as a marketing instrument serve to position the company as a whole and to establish and maintain customer relationships. They are a sales channel for products and services or prepare their sale. The focus is on communication. However, the encounter at the trade fair stand is only one of the aspects to be thought about in the context of a successful trade fair appearance. In this anthology, experts from the various relevant fields - from explicit trade fair management to social media and virtual events - describe the dimensions of communication at trade fair appearances and how these can be effectively formed. From public relations as an impact amplifier to multi-sensual experiences, from upstream and downstream hybrid components to edutainment at the trade fair stand - this reference book provides suggestions and assistance for all those who want to successfully design communication at trade fair appearances.