Abstract
Exhibitions are market events at which the market participants meet each other over the course of a few days at an exhibition center. For both sides - suppliers and buyers or exhibitors and visitors - taking part in a trade fair is a multi-functional marketing instrument in the selling or purchasing process.
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© 2004 Springer-Verlag Berlin Heidelberg
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Ulrich, A. (2004). The Customer Retention Index as a marketing performance measurement tool for trade fairs. In: Scharioth, J., Huber, M. (eds) Achieving Excellence in Stakeholder Management. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-24692-3_10
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DOI: https://doi.org/10.1007/978-3-540-24692-3_10
Publisher Name: Springer, Berlin, Heidelberg
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