Selecting and evaluating trade shows
Article Abstract:
Many marketing managers who are in a position of influence over their company's trade shows policies find it difficult to choose among the multiplying numbers of options. Furthermore, many are still searching for ways to set goals and assess performance in the chosen trade shows. Some assess sales and number of contacts generated in a given show. Others do not even attempt to quantitatively measure performance, and rely on perceptions instead. This article suggests a model for classifying trade shows that takes into account the types of exhibitors and visitors to the show as well as its geographic emphasis. The article then distinguishes between sales- and nonsales-oriented goals. Finally, two models integrating sales and nonsales goals and buyers decision-making stages are presented and discussed. It is hoped that these three models will improve managerial decision making. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1992
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Do trade shows provide value?
Article Abstract:
Trade shows are an important part of the industrial marketing mix, but considerable skepticism prevails regarding their value. This article previews the research regarding reasons for participating in trade shows, and suggests how marketing executives can take specific actions to make trade show participation successful. (Reprinted by permission of the publisher.)
Publication Name: Industrial Marketing Management
Subject: Business, international
ISSN: 0019-8501
Year: 1992
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Entrepreneurial, market, and learning orientations and international entrepreneurial business venture performance in South African firms
Article Abstract:
A study is conducted to examine the relationship between entrepreneurialism, organizational learning and international entrepreneurial business venture performance.
Publication Name: International Marketing Review
Subject: Business, international
ISSN: 0265-1335
Year: 2006
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