Strategisches Messemanagement Im Wettbewerb: Ein Markt-, Ressourcen- Und Koalitionsorientierter Ansatz

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Der Autor entwickelt einen integrierten Ansatz der Positionierung von Messen aus markt-, ressourcen- und koalitionsorientierter Perspektive und leitet typenspezifische Positionierungsalternativen fur unterschiedliche Messeveranstalter ab.