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Messen und Ausstellungen als Instrument im Marketing-Mix

Messen und Ausstellungen als Instrument im Marketing-Mix

          
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About the Book

Inhaltsangabe: Einleitung: Messebeteiligungen können eine wertvolle Komponente im Marketingmix sein. Allerdings verursachen sie nicht unerhebliche Kosten und daher ist es unabdingbar, die richtigen Veranstaltungen zu finden und diese optimal zu planen. Die Arbeit fängt bereits lange vor der Messe an und endet nicht mit dem Schließen der Hallentore, sondern idealerweise mit einer Messedokumentation. „Ja, für wen werden Messen eigentlich gemacht? Für die Hotelketten, die Messebauunternehmen oder für die Messechefs?" fragte eine Mitarbeiterin der Messeakademie etwas provokativ. Eine klare Antwort ist gar nicht so einfach, denn Messen sind für viele Branchen lukrativ, wie die obige Aufzählung erkennen läßt. Hinweise für Messen und Ausstellungen finden wir fast überall in unserem täglichen Leben, ob am Bahnhof, wo Fahrgäste in der Messestadt begrüßt werden, beim Lesen von Zeitungen oder an Straßenbezeichnungen, die auf Messen hindeuten. Städte haben ein Interesse an Messen und Ausstellungen, da sie zusätzliche Kaufkraft und Arbeitsplätze in die Region bringen. Daher sind noch heute viele Messegesellschaften zumindest teilweise in kommunalem Besitz. Messen und Ausstellungen gibt es für die unterschiedlichsten Themenbereiche, das Spektrum ist sehr breit gefächert. Für fast jeden Industrie- und Dienstleistungszweck gibt es geeignete Veranstaltungen sowohl lokal, regional aber auch international. Messen haben im Marketing-Mix der Unternehmen einen großen Stellenwert, allein für die Jahre 2000/2001 werden rund 27 Milliarden DM in Messebeteiligungen deutscher Unternehmen weltweit investiert. Dabei haben die Aussteller eine immer größere Auswahl an Messen zur Verfügung. Viele Unternehmen halten es heute noch immer nicht für erstrebenswert, Messebeteiligungen systematisch vorzubereiten oder gar eine gezielte Nacharbeit, ein ganz wesentlicher Punkt der Messebeteiligung, zu betreiben. Dieses erscheint als unverständlich in der heutigen Zeit, wo immer mehr auf ein ausgewogenes


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Product Details
  • ISBN-13: 9783838656106
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 10 mm
  • Width: 148 mm
  • ISBN-10: 3838656105
  • Publisher Date: 14 Jul 2002
  • Height: 210 mm
  • No of Pages: 164
  • Series Title: German
  • Weight: 222 gr


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