The What, Why and How of Attending Trade Shows in Germany

German trade shows are the place to be if you want to learn about the latest technologies, update yourself on international market trends, and meet potential business partners from all over the world. According to the Association of the German Trade Fair Industry (AUMA), around two-thirds of the world’s leading trade fairs take place in Germany. Every year, around 150 international trade fairs and exhibitions are hosted in the very heart of Europe, attended by 180,000 exhibitors and around 10 million visitors. Many return year after year, while for others it is the first time. 
The What, Why, and How of Attending Trade Shows in Germany answers numerous questions that newcomers to German trade shows would typically have: “What do I need to consider when looking at German events? What show(s) can help me achieve my identified business goals in my specific industry? How can I make the most of my trade show participation and increase my return on investment? What approach should I – as a visitor – take when it comes to discussing business with Germans? How can I – as an exhibitor – attract the local target audience?” In short, “What do I need to know to be successful?”
Readers will benefit greatly from this concise and practical how-to manual, in which several top industry experts have shared their advice. Focussing on international business relationships, this e-book provides many examples of how and why culture matters. The text is wrapped up with some general advice for business travellers to Germany.