Gopalakrishna, Srinath; L. Lilien, Gary; Donsbach, Andrew - In: Handbook of business-to-business marketing, (pp. 247-265). 2022
For many B2B firms, trade show participation is a major element of their marketing mix, often second only to the cost of the salesforce. Trade shows involve three sets of stakeholders - exhibitors, attendees and show organizers and perform multiple functions, three of which we highlight here:...