haku: @author Yoon, E. / yhteensä: 5
viite: 3 / 5
| Tekijä: | Kijewski, V. Yoon, E. Young, G. |
| Otsikko: | How exhibitors select trade shows (Sales Promotion, Verkaufsstrategie, Messestand) |
| Lehti: | Industrial Marketing Management
1993 : NOV, VOL. 22:4, p. 287-298 |
| Asiasana: | |
| Kieli: | eng |
| Tiivistelmä: | Trade shows literature and folklore are rife with descriptions of why managers should choose to exhibit in a particular show, but no hard evidence exists as to what importance these factors have in the actual decision. This research addresses the question of what key factors determine whether the management team will choose to exhibit in a given show. Through use of discriminant analyses, the research examines what factors, with what relative importance, determine trade show participation. |
SCIMA