Assessing Trade Show Functions and Performance: An Exploratory Study
作者研究了贸易展的功能和绩效。虽然贸易展是重要的营销工具，但相关研究很少。作者记录了贸易展的销售和非销售角色，并识别了影响绩效的营销和贸易展策略相关变量。这项探索性研究是理解贸易展如何被使用以及管理这一促销媒介时需考虑因素的必要第一步。
Though trade shows are an important marketing tool, as evidenced by their frequency of use and expenditure level, little research has examined this activity. The authors document the selling and non-selling roles of trade shows and identify marketing and trade show strategy-related variables that affect performance. Their study is a necessary first step in understanding how trade shows are used and identifying factors that should be considered in the management of this promotion medium.