Details
| Original language | English |
|---|---|
| Title of host publication | Marketing in Transition: Scarcity, Globalism, & Sustainability |
| Subtitle of host publication | Proceedings of the 2009 World Marketing Congress |
| Publisher | Springer Nature |
| Pages | 423 |
| Number of pages | 1 |
| Publication status | Published - 2015 |
Publication series
| Name | Developments in Marketing Science: Proceedings of the Academy of Marketing Science |
|---|---|
| ISSN (Print) | 2363-6165 |
| ISSN (electronic) | 2363-6173 |
Abstract
Firms frequently use trade shows in their B2B (Business-to-Business) marketing mix. The importance of trade shows has been well documented in the United States and Europe in terms of show participation and expenditure levels. Trade shows are accelerators which boost economic effectiveness and innovativeness of involved firms. Within the significant role of trade shows as a platform for business to business communication, a better understanding of at-show interaction implies the in-depth analysis of its dimensions and drivers, as well as the identification of those business visitors with special interests in interaction with exhibitors.
Keywords
- Expenditure Level, High Factor Loading, Information Seeker, Interaction Performance, Visitor Group
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Marketing
- Business, Management and Accounting(all)
- Strategy and Management
Cite this
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Marketing in Transition: Scarcity, Globalism, & Sustainability: Proceedings of the 2009 World Marketing Congress. Springer Nature, 2015. p. 423 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
Research output: Chapter in book/report/conference proceeding › Conference contribution › Research › peer review
}
TY - GEN
T1 - Trade Show Performance
T2 - Exploring Interpersonal and Non-Personal Interaction Dimensions
AU - Wiedmann, Klaus Peter
AU - Kassubek, Martin
AU - Langner, Sascha
PY - 2015
Y1 - 2015
N2 - Firms frequently use trade shows in their B2B (Business-to-Business) marketing mix. The importance of trade shows has been well documented in the United States and Europe in terms of show participation and expenditure levels. Trade shows are accelerators which boost economic effectiveness and innovativeness of involved firms. Within the significant role of trade shows as a platform for business to business communication, a better understanding of at-show interaction implies the in-depth analysis of its dimensions and drivers, as well as the identification of those business visitors with special interests in interaction with exhibitors.
AB - Firms frequently use trade shows in their B2B (Business-to-Business) marketing mix. The importance of trade shows has been well documented in the United States and Europe in terms of show participation and expenditure levels. Trade shows are accelerators which boost economic effectiveness and innovativeness of involved firms. Within the significant role of trade shows as a platform for business to business communication, a better understanding of at-show interaction implies the in-depth analysis of its dimensions and drivers, as well as the identification of those business visitors with special interests in interaction with exhibitors.
KW - Expenditure Level
KW - High Factor Loading
KW - Information Seeker
KW - Interaction Performance
KW - Visitor Group
UR - http://www.scopus.com/inward/record.url?scp=85125287684&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-18687-0_154
DO - 10.1007/978-3-319-18687-0_154
M3 - Conference contribution
AN - SCOPUS:85125287684
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 423
BT - Marketing in Transition: Scarcity, Globalism, & Sustainability
PB - Springer Nature
ER -