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Messen im Wandel
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Hermann Fuchslocher und Harald Hochheimer stellen Lsungsanstze fr die optimale Einbindung von Messen in die Kommunikationskonzepte verschiedener Marktpartner vor und formulieren Anforderungen fr ein an den Bedrfnissen der Messenutzer ausgerichtetes Messekonzept. Besonders anschaulich sind Branchenbeispiele, etwa die Darstellung des Outfit-Marktes und seiner Einflsse. Die Ergebnisse basieren auf umfangreichen und langjhrigen Analysen von Messebesuchern und -ausstellern sowie messeunabhngigen Marktanalysen.
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