Advanstar partners with e-commerce provider Balluun

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New York—Advanstar Global and Balluun Inc., a provider of b-to-b social e-commerce software, have partnered to develop digital marketplaces that complement live trade shows produced by Advanstar's Advanstar Communications and ENK International units. Balluun will provide a year-round platform for Advanstar's digital Shop the Floor program, initially developed to extend trade shows online for 30 days prior to and 30 days after the event. Since late last year, Advanstar Communications, which runs fashion industry trade shows under such brands as Magic and Project, has been developing the technology and logistics for Shop the Floor, which debuted in conjunction with Magic Market Week in February 2013.
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