TY  - JOUR
U1  - Wissenschaftlicher Artikel
A1  - Kirchgeorg, Manfred
A1  - Klante, Oliver
A1  - Jung, Kathrin
T1  - The future of trade shows: insights from a scenario analysis
N2  - This paper aims to explore key factors that will shape the future of trade shows as a marketing instrument until the year 2020. Using multi‐stage scenario analysis, the paper seeks to provide a background for the discussion of strategic decisions made by trade show companies when they respond to the challenges ahead.
Y1  - 2010
UR  - https://www.emerald.com/insight/content/doi/10.1108/08858621011038261/full/html
N1  - In: Journal of Business and Industrial Marketing, 25 (2010) 4, 301-312, DOI 10.1108/08858621011038261, 301-312
ER  -