Gopalakrishna, Srinath; Roster, Catherine A.; Sridhar, … - In: Journal of Business & Industrial Marketing 25 (2010) 4, pp. 241-248
Purpose – Although trade shows are a significant part of the B2B communications mix, academic research in the area is sparse. To successfully manage this medium, a careful understanding of attendee behavior on the trade show floor is necessary. Drawing from the rich literature on shopper...