Industrial trade shows are the second most widely used promotional tool in the marketing mix for industrial firms, ranking after personal selling but well ahead of advertising and direct mail. Use of this medium continues to grow in number of shows, number of companies exhibiting, and dollars...

Industrial trade shows are the second most widely used promotional tool in the marketing mix for industrial firms, ranking after personal selling but well ahead of advertising and direct mail. Use of this medium continues to grow in number of shows, number of companies exhibiting, and dollars...

Previous studies of corporate reputation have either confirmed its existence as an influence agent or described in general terms its effects on other attributes (quality, price, advertising, etc.). The competitive credibility model of reputation building is formulated and tested through...

A preannouncement is a formal, deliberate, publicly‐issued communication given before an actual event. Preannouncements are an increasingly applied concept of communication whereby a company shares information with an audience or group some weeks, months, or years before its formal...