Trade Shows are a major portion of the marketing mix in the industrial marketplace, second only to personal selling and aboveadvertising. Thisessay summaries pervious research and indicates validation of certain signigicant findings of earlier research with a current study.
Herbig, P., Palumbo, F. and O'Hara, B. (1996), "DIFFERENCES IN TRADE SHOW BEHAVIOR BETWEEN NORTH AMERICAN‐FOCUSED FIRMS AND WORLDWIDE‐ORIENTED FIRMS", International Journal of Commerce and Management, Vol. 6 No. 1/2, pp. 97-109. https://doi.org/10.1108/eb047331Download as .RIS
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