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| Tekijä: | Smith, T.M. Gopalakrishna, S. Smith, P.M. |
| Otsikko: | The complementary effect of trade shows on personal selling |
| Lehti: | International Journal of Research in Marketing
2004 : MAR, VOL. 21:1, p. 61-76 |
| Asiasana: | Marketing Business-to-business Communication Selling Sales promotion Exhibitions |
| Kieli: | eng |
| Tiivistelmä: | The paper investigates the complementarity btw. two dominant elements of the business marketing communications mix personal selling (hereafter as: p-sell.) and trade shows (here as: t-show / t-shows) from an integrated marketing communications (IMC) perspective. Through a field study with a group of industrial distributors, it is demonstrated that follow-up sales efforts generate higher sales productivity when customers have already been exposed to the firm's product at a t-show. Overall profits are shown to be greater when the t-show is used in conjunction with optimal levels of sales effort. The study also suggests that return-on-sales figures are higher among show attendees than non-attendees and that the t-show generates positive effects on customer purchase intentions. These results provide much-needed accountability for t-show expenditures and also highlight the valuable leverage they offer towards improving selling efficiency. |
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