Trade fairs need the media, and the media needs trade fairs. Trade fairs are events that attract extensive media coverage, and thus also many journalists. This is why the PR work of trade fair companies is a multifaceted field, which must take into account a variety of influential factors....

The communication industry is on the move. Increasing digitalisation brings new distribution channels, new forms of content and a fragmentation of target groups. Players in the communication industry and marketeers search for new forms of communication. Media companies seek for new forms of...

This empirical study will show how bonus programs, particularly loyalty programs and loyalty cards, have an impact on the purchasing behavior of consumers in the german food retail trade. The study was carried out by students of the Bachelor degree program in Business Administration from the...

In non-food consumer goods branches of goods of medium and long term demand new business models are pushing through which are based on a simultaneous redesign of branding strategy, value chain and final retail distribution. The new vertical companies with brand focused distribution systems...

Shopping is an adventure. Not only flagship-stores, but also ordinary supermarkets around the corner can deliver excellent shopping experience by using appealing digital instruments, for example by applying digital signage. The number of digital screens at the point of sale is ever increasing in...