Master's Thesis from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Cologne Business School Koln (Fakultat fur Wirtschaftswissenschaften), language: English, abstract: Executive Summary Trade fair organizers face an intensified inter‐ and intra‐industry competition and increasing customer requirements towards efficiency and convenience of the trade fair events. In order to stay competitive trade fair companies have to integrate new market‐oriented marketing measures to improve their...