VII. Summary

Disadvantages of participations

• Relatively high expenditure;
• Practical utilisation of resources;
• Problem of limited availability of trade shows.

Future development

• Trade fairs still play an important role in marketing, and they will continue to do so in the future;
• Marketing tools, such as special events, exhibitions and conferences grow together;
• Expanding markets for trade fairs in Asia and other regions.
• The internet plays an important role for future trade fairs: Not as an alternative, but as a supporting tool before, during, and after the trade fair.