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| Author: | Blythe, J. |
| Title: | Using trade fairs in key account management |
| Journal: | Industrial Marketing Management
2002 : OCT, VOL 31:7, p. 627-635 |
| Index terms: | Accounting Marketing Exhibitions Sales promotion |
| Freeterms: | Trade fairs |
| Language: | eng |
| Abstract: | Trade fairs play an important role in marketing. In many cases, exhibitors view trade fairs as an opportunity for transactional selling, and thus may overlook opportunities that exist for initiating and building relationships with key accounts. |
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