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Strategisches Messemanagement im Wettbewerb
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Die zunehmende Globalisierung des Wettbewerbs von Messepltzen, das weltweite Wachstum der Messekapazitten in etablierten und jungen Messemrkten sowie steigende Veranstaltungszahlen stellen das strategische Messemanagement vor neue Herausforderungen. Vor diesem Hintergrund entwickelt Gerd Robertz einen integrierten Ansatz der Positionierung von Messen aus markt-, ressourcen- und koalitionsorientierter Perspektive. Der Autor leitet typenspezifische Positionierungsalternativen fr unterschiedliche Messeveranstalter ab, wobei neben Messegesellschaften auch private Messeveranstalter und Wirtschaftsverbnde bercksichtigt werden.
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