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ANALYSIS: Defensive marketing goes on the offensive

We analyse DSEi's latest trade exhbition in London

Last month a trade exhibition rolled into London town so controversial that whether you were involved in the sector in question or not, you'd know about it from picking up a newspaper. The Defence Systems & Equipment International (DSEi), held at the Excel centre for one week from September 11, brought with it 1200 companies from 36 countries, defence ministers and generals from around the world, rocket launchers, tanks and plenty of the more unusual products such as hardshell gliders. This business to business - business to government even - event was strictly by invitation only (although that didn't stop a few dozen uninvited protesters showing up). And like the unwanted demonstrators, everyday marketing tactics went out of the window too.