Trade Show Management

2005
ISBN: 978-3-409-14333-2
Verlag: Gabler, Betriebswirt.-Vlg

Buch, Englisch, 1138 Seiten, Format (B × H): 170 mm x 240 mm, Gewicht: 2024 g

For many centuries, exhibitions and trade shows have been a crucial tool of sales and communication all over the world. Premier international trade shows had firmly estab­ lished themselves in Western Europe and the USA by the mid-1900s. Recent events in this century reflect the heightened significance of the fast-growing, forward-looking markets of Asia and Eastern Europe. The advance of globalisation and rapid develop­ ments in media technology are presenting new challenges to trade show companies and to the exhibitors and visitors who actively make use of this communication tool. As this happens, the activities involved in managing trade shows, congresses and similar events become ever more closely intertwined. Although there is certainly no paucity of literature on "service management" at both either the national or international Ievel, it is astanishing to note how little has yet been written about the management of trade shows per se. Back in 2003, this realization inspired us tocompile and publish the original Handbook of Trade Show Management in Germany (and in the German language). Scholarsand practitioners alike contributed their views on the subject. In response to positive feedback and a plethora of inquiries from abroad, we have now taken the step of publishing this international edition, inviting numerous authors who contributed to the German edition to share, along with additional international experts, to share in this undertaking.

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Kirchgeorg, Manfred

Dornscheidt, Werner

Giese, Wilhelm

Stoeck, Norbert

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

On the history of trade fairs in Germany and Europe.- History and evolution of trade show models.- Characteristics and forms of trade shows.- Trade shows as a live communication tool.- Trade shows as tools of regional and global marketing in politics.- Fairs as an instrument of economic and foreign policy.- The importance of associations and institutions in the trade fair industry.- Role of state and economy in trade fair activities.- The importance of trade fairs and conferences to the German venue.- Production and employment effects of trade fairs and exhibitions.- Functions of trade fair centres — the Stuttgart model.- Facility management in the trade show industry.- Minimum taxation: a competitive disadvantage for German trade shows?.- Trade shows in transition.- From trade show company to integrated communication service provider.- Privatising trade fair companies using various business models.- Structural adaptation — splitting business functions.- IPO of a trade fair organiser —case study of Fiera Milano.- Strategic market analysis as a trade fair organisation task.- Benchmarking in trade fair companies.- Analysis of exhibitors — an instrument of fair controlling.- Corporate principles as a strategic management tool.- Strategic trade show marketing.- Quality — an underrated success factor for trade fair companies.- Efficiency and cost management for exhibitors, visitors and exhibitions.- Trade fair companies’ public relations and communication strategies.- How trade show companies can manage multipliers.- Managing advisory councils for trade show company success.- The significance of non-space products in the trade fair industry.- Re-launching a trade fair.- The impact of brand management on trade fairs.- Product development in the fair and exhibition sector.- Coalitions as challenges for strategic trade fair management.- Exhibition centres as operators of service networks.- Strategic collaboration with associations.- Strategic co-operations in cross-selling.- Representation networks as foreign sales channels.- Global players — strategies for internationalising.- The exportation of premium trade show brands.- Success factors for internationalising trade fair organisations.- Russia’s trade show industry — central planning and perestroika.- Development of the trade fair industry in the Triad.- Trade fairs in the USA.- Messe Düsseldorf as a pioneer in China’s growth market.- Trade fair trends in Asian countries.- Special aspects of trade fair management in India.- Strategic dialogue — a tool for managing international investments.- Efficient project and process management as a success factor.- Acquiring exhibitors — tools of the trade show organiser.- Visitor acquisition instruments.- Focus on the fair visitor.- Pricing of trade fair services.- The Internet as a trade fair sales and communication tool.- What makes trade show portals unique?.- Value-added for trade fairs and exhibitions through event combinations.- CRM — managing post-trade show relationships.- General data on project management and controlling corporations.- Managing the service quality of trade fairs.- Organisation of trade fair companies.- Training/further training for the trade fair and congress industry.- Personnel development in the trade show industry.- Exhibition booth personnel as the key to successful trade fairs.- Characteristics of congress centre management.- Management of experience-oriented conventions, conferences and seminars.- Mega-events.- Successfully bidding for and staging mega-events.- Evaluating the success of trade fair events.- Designing trade fair stands: Thoughts in three and four dimensions.- Trade fair catering.- Live Corn agencies and service providers.- Objectives and benefits of trade fair participation for firms and visitors.- Efficiently preparing and post-processing trade fair appearances.- Trade shows as networking platforms.- Trade fairs abroad — bringing success to German firms.- Show and exhibition management — staging the Ford car brand.- Motor shows as an integrated communications tool.- Trade shows as an brand management instrument in the B2B sector.- Outfit fairs — new millennium impact.- Security in Trade Fairs.- General References in Trade Show Management.

Über Autor(innen)

Prof. Manfred Kirchgeorg is Head of the Department of Marketing Management at the HHL Leipzig Graduate School of Management.

Werner M. Dornscheidt is CEO & President of Messe Düsseldorf Group.

Wilhelm Giese is former CEO & President of Messe Düsseldorf Group.

Dr. Norbert Stoeck is Practice Group Manager at Roland Berger Strategy Consultants.