Abstract
Trade show exhibiting offers marketers economic efficiencies not available from other promotional techniques. Effective exhibiting is enhanced by using certain information. This paper studies exhibit managers’ use of this information.
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References
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© 2015 Academy of Marketing Science
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Kelly, J.S., Comer, J. (2015). Marketing Information Management by Trade Show Exhibitors. In: Lindquist, J.D. (eds) Proceedings of the 1984 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16973-6_71
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DOI: https://doi.org/10.1007/978-3-319-16973-6_71
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