Applicability of Mobile Marketing in the Marketing Mix of Trade Fair Organizers

Applicability of Mobile Marketing in the Marketing Mix of Trade Fair Organizers

Author: Immo Prenzel

Publisher: diplom.de

ISBN: 9783836645287

Category: Business & Economics

Page: 111

View: 681

Inhaltsangabe:Introduction: Trade fair organizers face a number of ongoing changes and an intensified intra- and inter-industry competition that reshape the structure of their markets and value chains. Until the 80s, trade fair organizers had a huge market and little competition. They were solely administering their spaces. On this seller s market trade fair organizers could pick the companies they would allow to exhibit at their fairs. Since then, more and more trade fair organizations have entered the market and invested heavily in new venues and hall capacities. The traditional venue owners increased their hall capacities tremendously and new regional venues emerged in the Near East and Asian markets. The driver of the inter-industrial competition is the increasing number of communication, information, and sales opportunities (such as road shows, in-house exhibitions or virtual information channels like the internet) that constitute alternatives compared to the cost intensive trade fair participation. These developments have made the market a buyer s market. Consequently, the customer group s requirements towards trade fair efficiency are getting increasingly higher. Trade fair organizers need to face these developments and rethink and reshape their marketing strategies and respective marketing mix to match them to the new environment in order to stay competitive. They need to implement instruments with which they can improve the communication and service offer and thus satisfy the customer s requirements. Mobile marketing is such an instrument. It is the new trend in the modern direct marketing that offers numerous possibilities for personalized customer communication and the provision of an increased service portfolio via mobile devices. Mobile marketing is the answer to the increasingly mobile society as it allows a location and time independent reach of the customer. The question if and to which extend mobile marketing can be applied in the marketing mix of trade fair organizers is the research objective of this thesis. The approach to reach this goal is illustrated in figure 3 in the appendix and will be set as follows: chapter two will focus on the theoretical basics of mobile marketing in order to illustrate its potentials, capabilities and limitations. In chapter three the basics about trade fairs, its functions and participants are introduced. The analysis of the goals and needs of the exhibitors and visitors is the focus of [...]

Proceedings of IAC 2020 in Budapest

Proceedings of IAC 2020 in Budapest

Author: Group of Authors

Publisher: Czech Institute of Academic Education

ISBN: 9788088203155

Category: Political Science

Page: 249

View: 767

International Academic Conference on Teaching, Learning and E-learning International Academic Conference on Management, Economics and Marketing International Academic Conference on Transport, Logistics, Tourism and Sport Science

Inside Book Publishing

Inside Book Publishing

Author: Giles Clark

Publisher: Routledge

ISBN: 9781351265713

Category: Language Arts & Disciplines

Page: 396

View: 820

Now fully revised and updated for its sixth edition, Inside Book Publishing is the classic introduction to the book publishing industry. Giles Clark and Angus Phillips offer authoritative coverage of all sectors of the industry, from commercial fiction and non-fiction to educational publishing and academic journals. They reveal how publishers continue to adapt to a fast-changing and highly interconnected world, in which printed books have proved resilient alongside ebooks and the growth of audio. Major themes are explored, including the development of digital products and the use of social media in book marketing, as well as those that affect publishers’ businesses, such as the rise of internet retailing; rental models for student textbooks; and open access, where academic content is free to the user. Case studies from industry experts give fascinating perspectives on topics such as crowdfunding, self-publishing and how authors can market themselves. The book provides excellent overviews of the main aspects of the publishing process: commissioning authors, product development, design and production, marketing, sales and distribution. As a manual for those in the profession and a guide for the potential publishers of the future, Inside Book Publishing remains a seminal work for anyone with an interest in the industry. It will also be of interest to authors seeking an insider’s view of this exciting industry.

Impact of ICTs on Event Management and Marketing

Impact of ICTs on Event Management and Marketing

Author: Birdir, Kemal

Publisher: IGI Global

ISBN: 9781799849551

Category: Business & Economics

Page: 357

View: 418

Conferences, symposiums, and other large events that take place at far away hotels require many hours of preparation to plan and need a capable event staff to market. Without the innovative technologies that have changed the face of the tourism industry, many destinations would be unequipped to handle such a task. Impact of ICTs on Event Management and Marketing is a collection of innovative research on the methods and applications of information and communications technologies on almost all facets of hospitality and tourism-related businesses including hotels, restaurants, and other tourism areas. While highlighting topics including digital marketing, artificial intelligence, and event tourism, this book is ideally designed for business managers, event planners, and marketing professionals.

Computerworld

Computerworld

Author:

Publisher:

ISBN:

Category:

Page: 104

View: 927

For more than 40 years, Computerworld has been the leading source of technology news and information for IT influencers worldwide. Computerworld's award-winning Web site (Computerworld.com), twice-monthly publication, focused conference series and custom research form the hub of the world's largest global IT media network.

Billboard

Billboard

Author:

Publisher:

ISBN:

Category:

Page: 84

View: 338

In its 114th year, Billboard remains the world's premier weekly music publication and a diverse digital, events, brand, content and data licensing platform. Billboard publishes the most trusted charts and offers unrivaled reporting about the latest music, video, gaming, media, digital and mobile entertainment issues and trends.

InfoWorld

InfoWorld

Author:

Publisher:

ISBN:

Category:

Page: 148

View: 718

InfoWorld is targeted to Senior IT professionals. Content is segmented into Channels and Topic Centers. InfoWorld also celebrates people, companies, and projects.

InfoWorld

InfoWorld

Author:

Publisher:

ISBN:

Category:

Page: 122

View: 819

InfoWorld is targeted to Senior IT professionals. Content is segmented into Channels and Topic Centers. InfoWorld also celebrates people, companies, and projects.