The Role of Trade Shows in Business-to-business Selling Strategies: A Method for Assessing the Effectiveness of Marketing Communications
Keywords:Business-to-business, marketing communications, trade shows, personal selling, woodworking machinery
AbstractThe use of trade shows in the forest products and related industries has increased significantly over the past decade. However, little empirical research has addressed the impact of these events on company returns or other industrial marketing mix elements. The following paper examines the effectiveness of trade show and follow-up personal selling efforts for a woodworking machinery exhibitor. The authors report evidence of substantial economic returns and increased personal selling efficiency attributed to trade show attendance.
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