Trade fair is a multifunctional marketing and communication tool for providing information, knowledge and technology. It enables companies to communicate with business partners in person, obtain potential customers, review competition and trends in the industry, and to present new products. The digital era in marketing communication brings together the integration of new communication tools that influence the significance of the fair. Although its image and design are constantly changing and depend on the industry and economic environment, the key advantage of the fair, the personal contact between the manufacturer and the buyer, has not changed since the beginning of its appearance. First part of this master's thesis is intended for theoretical framework; a review of literature on the development of fair industry and main features of the fair. The purpose of the second, empirical part of the master's thesis is to answer the research question with the help of interviews, and to determine whether the significance of classical fairs in the digital age is reduced due to the use of new, more accessible marketing tools.
|
