Getting the Most Out of Trade Fairs in International Marketing

Autor:	A. Ben Oumlil, J. Paul Merenski, William F. Lewis
Rok vydání:	2015
Předmět:	International market Trade fair Promotion (rank) Commerce media_common.quotation_subject Tactical planning Personal selling Business Marketing International marketing media_common
Zdroj:	Proceedings of the 1998 Multicultural Marketing Conference ISBN: 9783319173825
DOI:	10.1007/978-3-319-17383-2_65
Popis:	Firms involved in international marketing make use of many types of promotion methods to enhance sales and their perceived image. Trade fairs can be an effective way to gain exposure and enhance potential sales overseas. Despite the growth in international trade fairs in recent years, there are potential problems and at times they are not a very good way to spend the promotion budget Good strategy and tactical planning is necessary, however, to take full advantage of the possibilities that international trade fairs have to offer. Many U.S. firms do not utilize international trade fairs as effectively as their European counterparts. This article offers market managers some guidelines for getting the most out of trade fairs in international marketing.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::1a110eb347c0e2b2c5917b4e2f298931 https://doi.org/10.1007/978-3-319-17383-2_65 Zobrazit plný text záznamu