Applicability of Mobile Marketing in the Marketing Mix of Trade Fair Organizers

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Theory Mobile Marketing
  • Introduction: Trends in Mobile Marketing
  • Definition and Differentiation of Mobile Marketing
  • Characteristics of Mobile Marketing
  • Mobile Marketing Instruments
  • Goals of Mobile Marketing Campaigns
  • Framework for the Application of Mobile Marketing
    • Technological Aspects
    • Legal Aspects
    • Customer Aspects
    • Economical and Organizational Aspects
  • Mobile Marketing Strategies
    • Pull Approach
    • Push Approach
  • Conclusion and Implications
• Theory Trade Fairs
  • Trade Fair Basics
    • Definition of Trade Fairs
    • Trade Fair Functions
  • Participants of the Trade Fair Market
    • Trade Fair Organizers
    • Exhibitors
    • Visitors
  • Conclusion and Implications
• The Marketing Mix of Trade Fair Organizers
  • Definition Marketing Mix
  • Policies within the Marketing Mix of Trade Fair Organizers
    • Product & Assortment Policy
    • Service Policy
    • Communication Policy
    • Distribution Policy
    • Pricing Policy
  • Conclusion and Implications
• Integration of Mobile Marketing in the Marketing Mix of Trade Fair Organizers
  • Introduction of the Survey: Current application of Mobile Marketing in the Trade Fair Industry
  • Applicability of Mobile Marketing in the Marketing Mix
    • Applicability of Mobile Marketing in the Product and Assortment Policy
    • Applicability of Mobile Marketing in the Service Policy
    • Applicability of Mobile Marketing in the Communication Policy
    • Applicability of Mobile Marketing in the Distribution Policy
  • Assessment of the Applicability of Mobile Marketing within the Marketing Mix of Trade Fair Organizers
    • Survey Results: Evaluation of the Importance of the Mobile Marketing Functions for the Trade Fair Marketing
    • Evaluation of the Applicability of Mobile Marketing in the Marketing Mix before, during, and after the Trade Fair
  • Conclusion and Outlook
• Executive Summary

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis aims to explore the applicability of mobile marketing within the marketing mix of trade fair organizers. The work investigates the current state of mobile marketing within the trade fair industry and analyzes its potential for integration across various marketing mix elements.

• The role of mobile marketing in contemporary marketing strategies.
• The impact of mobile technology on the trade fair environment.
• The potential benefits and challenges of integrating mobile marketing into the marketing mix of trade fair organizers.
• Practical implications and recommendations for the implementation of mobile marketing strategies in the trade fair context.
• A survey-based evaluation of the current usage of mobile marketing by trade fair organizers.

Zusammenfassung der Kapitel (Chapter Summaries)

Chapter 1 provides an introduction to the topic and outlines the research question and objectives. Chapter 2 delves into the theoretical framework of mobile marketing, discussing its definition, characteristics, instruments, goals, and strategies. Chapter 3 presents the theoretical framework of trade fairs, focusing on their definitions, functions, and key participants. Chapter 4 explores the marketing mix of trade fair organizers, defining its elements and discussing the specific policies employed in each area.

Chapter 5 analyzes the potential of mobile marketing for integration into the marketing mix of trade fair organizers, considering its applicability across different marketing mix elements. It includes a survey analysis of the current use of mobile marketing by trade fair organizers.

Schlüsselwörter (Keywords)

This thesis examines the application of mobile marketing within the context of trade fairs. The work explores key concepts like mobile marketing instruments, mobile marketing strategies, and trade fair marketing mix elements. The integration of mobile marketing into the trade fair environment is analyzed through a survey, emphasizing its potential to enhance communication, service delivery, and overall visitor experience.