Abstract
Post-show marketing covers the activities we perform once we are back from the trade show. These consist mainly of two kinds of activity, follow-up and assessment. The aim of these activities is increased sales through relationship improvements, as shown in the model offered by Lee and Kim (2008: 786) (Fig. 5.1):
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Belschak, F., Verbeke, W., & Bagozzi, R. P. (2006). Coping with sales call anxiety: The role of sale perseverance and task concentration strategies. Journal of the Academy of Marketing Science, 34(3), 403–418.
Hubbard, J. (1988). How to make better sales calls. American bankers association. ABA Banking Journal, 80, 78. 10(Oct).
Lee, C. H., & Kim, S. Y. (2008). Differential effects of determinants on multi-dimensions of trade show performance: By three stages of pre-show, at-show, and post-show activities. Industrial Marketing Management, 37(7), 784–796.
Ray, D. (1995). Confront call reluctance. Personal Selling Power, 46–51.
Verbeke, W., & Bagozzi, R. P. (2000). Sales call anxiety: Exploring what it means when fear rules a sales encounter. Journal of Marketing, 64, 88–101.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2013 Springer-Verlag Berlin Heidelberg
About this chapter
Cite this chapter
Søilen, K.S. (2013). Post-show Follow-up. In: Exhibit Marketing and Trade Show Intelligence. Management for Professionals. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36793-9_5
Download citation
DOI: https://doi.org/10.1007/978-3-642-36793-9_5
Published:
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-36792-2
Online ISBN: 978-3-642-36793-9
eBook Packages: Business and EconomicsBusiness and Management (R0)