search query: @author Bello, D. C. / total: 7
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| Author: | Bello, D. C. Lohtia, R. |
| Title: | Improving trade show effectiveness by analyzing attendees (Messestand, Verkaufsstrategie) |
| Journal: | Industrial Marketing Management
1993 : NOV, VOL. 22:4, p. 311-318 |
| Index terms: | |
| Language: | eng |
| Abstract: | Trade shows are chaotic selling environments. Many firms are disappointed with their sales results from shows. In this article, selling at shows is shown to be more effective when it is based on an analysis of the job roles of attendees. Using data collected from a large industrial equipment show, this research demonstrates the importance for show selling of analyzing the number and composition of job roles in the attendance parties of buying firms. |
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