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Industrial trade shows : a study of related activities

journal contribution
posted on 06.12.2017, 00:00 by Rooma RamsaranRooma Ramsaran
Trade shows are events that bring together, in a single location, a group of suppliers who set up physical exhibits of their products and services from a given industry or discipline. For many companies, trade shows provide low cost access to new markets and markets that would otherwise be unapproachable. Because they attract thousands of attendees, trade shows have become a powerful marketing medium. Many companies have recognised their power as a vehicle for shortening the sales cycle. In fact, trade shows rank second after on-site selling in influencing buying decisions of industrial purchases. Furthermore, while it takes only 0.8 sales calls onaverage to close a sale initiated by a trade show, estimates place the number of visits required by a sales person on his or her own at five.

History

Volume

16

Issue

3

Start Page

44

End Page

55

Number of Pages

12

ISSN

0970-3896

Location

Bangalore

Publisher

Indian Institute of Management Bangalore

Language

en-aus

Peer Reviewed

Yes

Open Access

No

Era Eligible

Yes

Journal

IIMB management review.

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