haku: @author Shoham, A. / yhteensä: 10
viite: 10 / 10
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| Tekijä: | Shoham, A. |
| Otsikko: | Selecting and evaluating trade shows (Verkaufsmesse; Verkaufsstrategie) |
| Lehti: | Industrial Marketing Management
1992 : NOV, VOL. 21:4, p. 335-341 |
| Asiasana: | |
| Vapaa asiasana: | WERBEMITTEL |
| Kieli: | eng |
| Tiivistelmä: | Many marketing managers who are in a position of influence over their company's trade shows policies find it difficult to choose among the multiplying numbers of options. Furthermore, many are still searching for ways to set goals and assess performance in the chosen trade shows. This article suggests a model for classifying trade shows that takes into account the types of exhibitors and visitors to the show as well as its geographic emphasis. Two models integrating sales and nonsales goals and buyers decision making stages are presented and discussed. |
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