Exhibiting Strategy and Implementation

David D. Shipley · Kwai Sun Wong

30 citations0/0 files storedInternational Journal of Advertising

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Marketing and Advertising Strategies Management and Organizational Practices Conferences and Exhibitions Management

Abstract

This paper offers new insights on exhibiting strategy. It provides a model for strategy planning and implementation and it presents empirical results on dimensions of exhibiting management drawn from a survey of British engineering companies.

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References

2000Marketing management: analysis. planning. implementation and control 1998International Marketing and Export Management 1987Assessing Trade Show Functions and Performance: An Exploratory Study 1984An Empirical Investigation of the Information Sources used during the Industrial Buying Process 1984An Empirical Investigation of the Information Sources Used during the Industrial Buying Process 1983A descriptive model of the trade-show budgeting decision process

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2010Exploring visitor experiences at trade shows 2004The complementary effect of trade shows on personal selling 2011Visitor attendance motivations at consumer travel exhibitions 2003The effect of successful trade show attendance on future show interest: exploring Japanese attendee perspectives of domestic and offshore international events

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