IV.
Integrated Exhibition Marketing
B. Specific Marketing Aspects
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Product policy36)
- The product policy does not belong to the original communication tools of trade fairs. However, exhibitors who are using trade shows as an independent distribution channel combine products and services to get a special fair
package. This package is sold as a unique offer, only available
at the trade show.
- To match the trade show nomenclature which is allowed by the organizer, the exhibitors
must select corresponding company products.
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