INNOVATION OF BUSINESS AND MARKETING PLAN OF GROWTH STRATEGY AND COMPETITIVE ADVANTAGE IN EXHIBITION INDUSTRY

In today's turbulent times, companies need to embrace new business models and paradigms of B2B marketers, learn from the mistakes of others and get inspired by new ways and innovative ideas, as innovations represent a source of a long-term profit, business success and competitive advantage. The aim of this contribution is to propose an effective business and marketing plan of the business and manufacturing holding companies Vystaviste Ceske Budejovice in the Czech Republic with regard to the planned sales volume in quantitative and financial terms of long-term profit potential, business success and competitive advantage in the field of exhibitions in the Czech Republic. Scientific methods for obtaining information, data collection and results from the evaluation were analysis of identifying the phases of innovative marketing -- selecting the area of interest of the marketing process, creating a marketing gap and suggesting of the way to link new ideas to original ones; method of secondary analysis of professional economic studies and written internal documents of the holding companies Vystaviste Ceske Budejovice in the Czech Republic; formal interview in way of open questions with selected members of the management holdings Vystaviste Ceske Budejovice in the Czech Republic and other. A specific hypothesis was proposed to verify the current change in the marketing concept that has an impact on the expansion of services portfolio, progress of an enterprise, support of production processes, and improvement of output values of economic indicators.