Trade Shows: A Strategic Marketing Tool for Global Vompetition

Procedia Economics and Finance - Tập 9 - Trang 466-471 - 2014
Jonida Kellezi1
1European University of Tirana, Tirana; Albania

Tài liệu tham khảo

Argenti, A.P. 2006 Communications and business value: measuring the link, Journal of Business Strategy, 27/6, pp. 29-40. Dekimpe, M.G., Francois, P. Gopalakrishna, S., et al 1997 Generalizing about trade show effectiveness: a cross – national comparison. Journal of Marketing. Vol. 61, No. 4, pp. 55-64. Gabrielli, V. and Balboni, B. 2010 SME practice towards integrated marketing communications, Marketing Intelligence & Planning, 28/3, pp. 275-290. Hansen, K. 1996 The dual motives of participants at international trade shows: An empirical investigation of exhibitors and visitors with selling motives, International Marketing Review, 13/2, pp. 39-53. Kirchgeorg, M., Springer, C. and Kastner, E. 2010 Objectives for successfully participating in trade shows. Journal of Business & Industrial Marketing. 25/1, pp. 63-72. Keller, 2003 Kotler, P. & Keller, K.L. 2007 Marketing Management. 12th edition. Pearson. Prentice Hall. Kotler, P. 2003 Marketing Insight From A to Z. 80 Concepts a Manager Needs to Know. John Wiley & Sons, Inc. Ling-yee, L. 2008 The effects of firm resources on trade show performance: how do trade show marketing processes matter?, Journal of Bussiness & Industrial Marketing, 23/1, pp. 35-47. Outland, B.H., Cromartie, S.J., Johnston, J.W. and Borders, L.A. 2010 The return on trade show information (RTSI): a conceptual analysis,. Journal of Business & Industrial Marketing, 25/4, pp. 268-271. Pantano, E. 2011 Cultural factors affecting consumer behavior: a new perception model, EuroMed Journal of Business, 6/1, pp. 117-136. Smith, M.T., Hama, K. and Smith, P.M. 2003 The effect of successful trade show attendance on future show interest: exploring Japanese attendee perspectives of domestic and offshore international events. Journal of Business & Industrial Marketing. 18/4, pp. 403-418. Seringhaus, R.H.F. and Rosson, J.P. 1998 Management and performance of international trade fair exhibitors: governmet stands vs independent stands, International Marketing Review, 15/5, pp. 398-412. Sharma, N. and Patterson, P.G. 1999 The impact of communication effectiveness and service quality on relationship commitment in consumer, professional services. Journal of Services Marketing, 13/2, pp. 151-170. Yuksel, U. and Voola, R. 2010 Travel Trade shows: exploratory study of exhibitor's perceptions. Journal of Business & Industrial Marketing, 25/4, pp. 293-300.