Abstract
This paper reports on the attitudes of Japanese exhibitors in industrial trade shows in Japan. The research used a mail questionnaire in Jaoanese calligraphy. Japanese exhibitors were found to perceive the same three major benefits of exhibiting as do North American exhibitors; however, they deemed trade shows to be more effective.
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© 2016 Academy of Marketing Science
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Banting, P.M. (2016). The Industrial Trade Show from an Asian Perspective. In: Gitlow, H.S., Wheatley, E.W. (eds) Proceedings of the 1979 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16934-7_18
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DOI: https://doi.org/10.1007/978-3-319-16934-7_18
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16933-0
Online ISBN: 978-3-319-16934-7
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