Discusses the increasing use of the show by marketers as a medium to launch new products. Analyses adoption theory and key characteristics of the show setting to explain how shows facilitate the acceptance of innovative consumer goods. Concludes that success depends on: organizing the exhibits and relevant information, integrating shows into product launches, and post‐show marketing.
Barczak, G.J., Bello, D.C. and Wallace, E.S. (1992), "The Role of Consumer Shows in New Product Adoption", Journal of Consumer Marketing, Vol. 9 No. 2, pp. 55-64. https://doi.org/10.1108/07363769210037024
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