search query: @author Perretty, J. / total: 1
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| Author: | Sashi, C. M. Perretty, J. |
| Title: | Do trade shows provide value? (Verkaufsmesse) |
| Journal: | Industrial Marketing Management
1992 : AUG, VOL. 21:3, p. 249-255 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | Trade shows are an important part of the industrial marketing-mix, but considerable skepticism prevails regarding their value. This article reviews the research regarding reasons for participating in trade shows, and suggests how marketing executives can take specific actions to make trade show participation successful. |
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