Trade shows can be crucial components of a firm’s marketing mix. This modern day version of the central market is often poorly understood and overlooked by many corporate design makers seeking effective and efficient ways to promote the firm’s products and service. Compares non‐exhibitors and exhibiting firms, examines major differences between the two groups, and provides a profile of non‐exhibiting firms. Finally, offers some tips around when to, and when not to, exhibit and aspects to increase exhibit effectiveness.
Journal of Business & Industrial Marketing – Emerald Publishing
Published: Dec 1, 1997
Keywords: Business‐to‐business marketing; Exhibitions; Marketing strategy; Trade fairs
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