by Anne Wießner · GRIN Verlag · tapa blanda · ISBN 9783640878697
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«Planung und Kontrolle von Messeauftritten im Industriegüterbereich» is the academic study by Anne Wießner (GRIN Verlag, paperback, 76 pages, in German).
The study examines the role of trade shows in the industrial goods sector: concept, types and importance; planning of participation (objectives, selection of the show, target audience) and quantitative and qualitative methods for evaluating success, such as visitor flow analysis, gaze tracking, recognition and recall tests, and surveys.
It is the second edition, from 2011; subtitle «Eine kritische Auseinandersetzung mit der Evaluation von Messeauftritten». It originates from a 2009 Studienarbeit at the Technische Universität Chemnitz.
Work of interest to students and professionals in marketing, sales and economics involved in organizing or evaluating industrial trade shows.
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