Exhibitors' perceptions of trade shows: A study of the Mauritian textile industry
book
posted on 2017-12-06, 00:00authored byRooma Ramsaran
"Although trade shows constitute a major portion of the marketing mix in the industrial market place, very little has been researched on their function In Industrial marketing. This study assessed the role of trade shows in the communication mix of textile companies, the extent to which firms engaged in pre-show, show and post-show activities, and exhibitors opinions on the organisation of trade shows. Data were collected through a structured questionnaire using face-to-face interviews. Exhibitors listed several advantages for trade show participation including the identification of new customers and the enhancement of company image and goodwill. Disadvantages included the high costs and the difficulty of quantifying results from trade shows that made executives uneasy about the large expenditures. Findings also revealed that the size of the firm did not influence objective-setting and the extent to which firms engaged in trade show activities. Overall, exhibitors need to take a market-orientated approach to their exhibition activities."--Cover.
Funding
Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)
History
Start Page
1
End Page
61
Number of Pages
61
ISBN-13
9783838337067
Publisher
Lambert Academic Publishing
Place of Publication
Saarbrücken, Germany
Open Access
No
External Author Affiliations
Faculty of Arts, Business, Informatics and Education; Institute for Resource Industries and Sustainability (IRIS);