search query: @author Cron, W. L. / total: 10
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| Author: | Kerin, R. A. Cron, W. L. |
| Title: | Assessing trade show functions and performance : an exploratory study. |
| Journal: | Journal of Marketing
1987 : JUL, VOL. 51:3, p. 87-94 |
| Index terms: | SALES PROMOTION PERFORMANCE APPRAISAL MARKETING MANAGEMENT |
| Language: | eng |
| Abstract: | Though trade shows -if properly used- can be an integral part of a firm's overall marketing strategy, as evidenced by their frequency of use and expenditure level, little research has examined this activity. The selling and nonselling roles of trade shows are documented and marketing and trade show strategy-related variables that affect performance are identified. This is a necessary first step in understanding how trade shows are used and identifying factors that should be considered in the management of this promotion medium. |
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