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| Author: | |
| Title: | Meeting the marketing challenge through trade shows. A comprehensive guide to optimizing your exposition program (Verkaufsmesse) |
| Journal: | Business Marketing
1992 : NOV, VOL. 77:11, p. A1-A30 |
| Index terms: | |
| Language: | eng |
| Abstract: | Corporate decision makers use trade shows as information sources to help them determine whether to make certain purchases. Sales and marketing professionals are ready to meet the individual needs of their visitors. They are able to respond and customize presentations and demonstrations to each potential customer. This face-to-face interaction works to make sales, and most important, to satisfy the trade show attendee. The most commonly asked questions about using trade shows in the marketing-mix are answered in this compilation of articles. |
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