INSTRUMENTARIUM MARKETINGOWE ORGANIZATORA TARGÓW GOSPODARCZYCH W PROCESIE ODDZIAŁYWANIA NA ZACHOWANIA WYSTAWCÓW – STUDIUM PRZYPADKU
MARKETING INSTRUMENTS OF TRADE FAIRS ORGANISERS IN THE PROCESS OF INFLUENCE ON EXHIBITORS’ ACTIVITIES – CASE STUDY

Summary/Abstract: The paper presents marketing tools used by the organizers of the trade fairs in the process of economic influence on the behavior of the exhibitors and the results of these activities and developments in this branch on the example of Hannover Fairs International GmbH. The paper also includes analysis of the purposes of the exhibitors participating in these fairs, which are declarations of their expectations in this area. In the framework of the given case study, it was found that the most attractive trade fairs are these, which are actually perfectly managed and give wide opportunities of the promotion for their participants. It was also found that in order to survive in today’s marketplace the traditional trade fairs have to increase in their strategy the employment of modern forms of communication, like the internet, social media, or activities in the virtual world. Organisers also integrate their activities with others to be more competitive.

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