Exhibitions, Trade Fairs and Industrial Events

• Other Authors: Frost, Warwick (Editor), Laing, Jennifer 1967- (Editor)
• Format: Book
• Language: English
• Published: New York Routledge 2018; ©2018
• Series: Routledge advances in event research series
• Subjects: Trade shows; Technology > Marketing; Industrial arts > Marketing
• Online Access: Click Here to View Status and Holdings.
• Physical Description: xiv, 230 pages 24 cm
• Bibliography: Includes bibliographical references and index
• ISBN: 9781138219359

This book is the first to take an in-depth examination of the breadth and scope of exhibitions, trade fairs and other industrial events as a marketing tool or channel. Industrial Events are planned events that are staged with the primary aim of marketing businesses, industries and products. This may lead to direct sales through these events, as well as the development of brand image or building brand awareness; penetration of new markets; trials of new products and knowledge diffusion. These business goals might be future-focused, with meetings of strategic players from across an industry or sector contributing to the shaping of future innovations and development. Industrial events act as a marketplace, but rather than seeing them as temporary or isolated activities, they can be understood as cyclical clusters.