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“Germany. Expertise.” : GCB’s New Marketing Strategy Focusing on Germany’s Scientific and Economic Expertise

1. Introduction   1) Primary Objectives The Germany Convention Bureau (GCB) recently launched a brand new marketing campaign “Germany. Expertise.” According to Ursula Winterbauer, Head of International Business, the primary objective of the campaign is to endorse Germany as a world class business event destination through highlighting the country’s scientific and economic expertise. “The... 
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