The changing role of fairs and exhibitions as marketing forums in East-West economic relations

Date of publication: June 15, 1985

Author: Gusztáv Holló

Abstract:

I believe that the changing role of fairs and exhibitions consists in the fundamental help they provide for segmentation. The possibilities of fairs and exhibitions in the sphere of segmentation provide an important input for the development of the complete marketing mix. The role of fairs and exhibitions in East-West relations changed so far, as far as they turned from the shop-windows of international economic relations into the workshops of these relations.

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