TARGI GOSPODARCZE W DOBIE MARKETINGU DOŚWIADCZEŃ
TRADE FAIRS IN THE ERA OF EXPERIENTIAL MARKETING

Summary/Abstract: The article shows the evolution of trade fairs’ functions, their contemporary image and prospects for development in the age of experiential marketing. The main changes in the use of business tools essential for market policy are characterised in this paper. Experiential marketing is shown as the main factor of the development and transformations of trade fairs in the future. In the summary factors conducive to the development of trade fairs in the future and potential trends in the use of this form of promotion are presented.

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