Współczesne wyzwania branży targowo-kongresowej
Contemporary challenges of trade and congress industry

Summary/Abstract: Changes have currently affected the trade fairs and congresses industry. Crisis decisively strengthened the demand for improved management of the communication function performed by the trade fairs and congress industry. The dynamic changes can be seen on all three levels: strategic, tactical and operational. The identification of the direction of development requires a closer look at the context in which industry operates. The trade fair and congress industry is now facing a very difficult task − to adapt to current needs, new available technologies and last but not least to cut down the routine to necessary minimum. The trade fair and congress industry, in order to maintain the superiority over others, has to radically differentiate or disappear.

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