Dimensions of trade show exhibiting management
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Abstract
Trade show exhibiting is an important marketing activity that has received relatively little empirical attention. Previous findings are few and generally not British. Drawing on a survey of British engineering companies this paper provides new insights of exhibiting objectives, trade show selection criteria and budgeting techniques. Reasons why some firms do not exhibit are also presented. Data on UK and overseas exhibiting practices are compared although few differences are apparent. It is concluded that exhibiting practices of many companies accord well with recognized prescriptive advice.