{"product_id":"exhibitors-perceptions-of-trade-shows-von-rooma-r-ramsaran-fowdar","title":"Exhibitors'' Perceptions of Trade Shows","description":"\u003cp\u003eAlthough trade shows constitute a major portion of  the marketing mix in the industrial market place,  very little has been researched on their function in  industrial marketing. This study assessed the role  of trade shows in the communication mix of textile  companies, the extent to which  firms engaged in pre-show, show and post- show activities, and exhibitor''s opinions on the  organisation of trade shows. Data were collected  through a structured questionnaire using face-to- face interviews. Exhibitors listed several  advantages for trade show participation including  the identification of new customers and the  enhancement of company image and goodwill.  Disadvantages included the high costs and  the difficulty of quantifying results from trade  shows that made executives uneasy about the large  expenditures. Findings also revealed that the size  of the firm did not influence objective-setting and  the extent to which firms engaged in trade show  activities. Overall, exhibitors need to take a  market-orientated approach to their exhibition  activities.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783838337067\"\u003e\u003ch3\u003eA Study of the Mauritian Textile Industry\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783838337067","offer_id":39499105730653,"sku":"9783838337067","price":49.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/cd319a66-e376-4931-96a2-99985d2ab8ad.jpg?v=1776496636","url":"https:\/\/shop.autorenwelt.de\/products\/exhibitors-perceptions-of-trade-shows-von-rooma-r-ramsaran-fowdar","provider":"Autorenwelt Shop","version":"1.0","type":"link"}