chapter  1
The Role of Marketing and Selling in the Convention and Business Events Sector Introduction The history of the conference industry The products of the conference market The stakeholders operating in the conference market The role of marketing in the conference industry The impacts of the conference industry on the economy, the environment and the culture
Pages 30

Although mankind has gathered together to confer since the dawn of civilizations – witnessed still today by the remains of ancient meetings sites such as the Agora of Athens and the Roman Forum – it was not until the latter half of the 20th century that a specific ‘conference industry’ was recognized as a commercial activity in its own right. The rapid expansion of this industry on a global scale since the 1950s has been instrumental in creating the need for professionalism in all sectors of the conference industry.