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Mythen, Fakten und Prognosen zum Ausstellerverhalten

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  • Reinhold, Michael

Abstract

Dieser Beitrag setzt sich mit Mythen und Fakten rund um die Zufrieden­heitsbefragungen an Ausstellungen auseinander. Wir zeigen auf, wie über aktuelle Methoden der Modellierung mit wenig Aufwand Wiederaussteller­verhalten prognostiziert und daraus neue Perspektiven für die Kunden­interaktion für Live Communication gewonnen werden können.

Suggested Citation

  • Reinhold, Michael, 2017. "Mythen, Fakten und Prognosen zum Ausstellerverhalten," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 34(1), pages 90-99.
    • Handle: RePEc:zbw:hsgmrs:275898
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    References listed on IDEAS

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    1. Hansen, Kare, 2004. "Measuring performance at trade shows: Scale development and validation," Journal of Business Research, Elsevier, vol. 57(1), pages 1-13, January.
    2. Srinath Gopalakrishna & Gary L. Lilien, 1995. "A Three-Stage Model of Industrial Trade Show Performance," Marketing Science, INFORMS, vol. 14(1), pages 22-42.
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