Kostenfalle Messe? by Anja Steinrucken - Bookswagon
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Kostenfalle Messe?

Kostenfalle Messe?


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About the Book

Inhaltsangabe: Einleitung: „Wer an einer Messe teilnimmt, der wird wahrgenommen und über den wird geredet. Wer dort nicht auftaucht, dem widerfährt Schlimmes. Über ihn wird möglicherweise gar nicht mehr geredet." (Ludwig Erhard, Bundeskanzler, 1965 in seiner Eröffnungsrede zur Hannover-Messe). Messebeteiligungen sind populär. Laut einer EMNID-Studie stellen rund „75 Prozent der befragten deutschen Unternehmen ... auf Messen aus. Die Ausgaben [von Ausstellern und Besuchern] im Jahr 2003 liegen in Deutschland pro Jahr [bei] fast 10 Mrd. Euro" (AUMA Messefit, 2004). Allerdings sind Messebudgets in letzter Zeit von Kürzungen betroffen. „Im Durchschnitt aller befragten Aussteller werden die Messebudgets der nächsten beiden Jahre um gut 3,5% unter denen der Jahre 2002/2003 liegen" (AUMA-Bilanz, 2004). Aussteller, Besucher und Medien fragen sich immer häufiger: „Muss ich an einer und an gerade dieser Messe teilnehmen oder nicht ?" Es stellt sich, ebenso wie beim Eventmarketing, die Frage nach dem Nutzen der Messe und der Ruf nach Bewertbarkeit des Messeauftritts wird laut. Das Ziel der Arbeit ist es herauszufinden, wie Unternehmen ihre Messebeteiligungen bewerten. Dabei werden insbesondere die vorhandenen Defizite aufgedeckt. Am Ende steht ein eigenes Modell zur Bewertung von Messeauftritten. Nach einer Einleitung in das Thema Marketing und der Beschreibung von Marketing- und Kommunikationsmix wird das Instrument Event intensiver betrachtet. Dies erfolgt durch Auseinandersetzung mit dem Begriff, einer Bewertung und dem Überblick über die bisherige Entwicklung. Im Folgenden wird die Messe als Event diskutiert. Kapitel 3 befasst sich mit den Vor- und Nachteilen von Messen, betriebs- und volkswirtschaftlicher Funktion sowie mit der historischen Entwicklung der Messe von 629 bis heute. Gegenwärtig werden Messebeteiligungen in Frage gestellt. Aussteller- und Besucherzahlen sind rückläufig, Messen werden zusammengelegt, Firmen suchen nach Alternativen. Die Gründe für diese


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Product Details
  • ISBN-13: 9783838686011
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 12 mm
  • Weight: 317 gr
  • ISBN-10: 3838686012
  • Publisher Date: 27 Feb 2005
  • Height: 210 mm
  • No of Pages: 200
  • Series Title: German
  • Sub Title: Erfolgskontrolle von Messebeteiligungen
  • Width: 148 mm


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