International trade shows have increased in importance for thepromotion of goods and services overseas. Relatively little is knownabout participation by firms in these shows. The International Marketingand Purchasing Groups interaction model is an appropriate analyticaltool for investigating trade shows in international marketing strategy.Explains why the interaction model is useful in this context andprovides directions for research about international trade shows. Alsosuggests managerial implications for developing international trade showstrategy.
International Marketing Review – Emerald Publishing
Published: Apr 1, 1992
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