Since the earliest days of human commercial activities,trade fairs have played an important role in communicating the advantages of commercial products to potential customers.The analytical instrument industry,however,finds itself facing the challenge of having to combine the traditional multi-faceted nature of its technologies and their industrial and academic applications with the needs of a worldwide market.This has lead to an increasing specialisation within the trade fair market and to the ready adoption of new media to reach customers in all corners of the globe.
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