Kirchgeorg, Manfred; Jung, Kathrin; Klante, Oliver - In: Journal of Business & Industrial Marketing 25 (2010) 4, pp. 301-312
Purpose – 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...