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| Tekijä: | Tanner, J. F. Jr. |
| Otsikko: | Leveling the playing field: factors influencing trade show success for small companies |
| Lehti: | Industrial Marketing Management
2002 : APR, VOL. 31:3, p. 229-240 |
| Asiasana: | TRADE FACTOR ANALYSIS SMALL BUSINESS SUCCESS TRADE |
| Kieli: | eng |
| Tiivistelmä: | Recent research indicates that trade shows are a place to find prospects and close sales. Yet, many requisites of success found in prior studies may not be available to companies with limited resources. A study that compares the activities of successful vs. unsuccessful exhibitors from small companies was conducted. Results indicate similar budgets, yet very different results. Factors influencing success include strategic factors such as centering responsibility in one position, as well as tactica decisions such as those regarding pre-show promotion. The paper provides a substantial list of references on this subject. |
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