Assessing Trade Show Functions and Performance: An Exploratory Study
研究了贸易展的销售与非销售角色，识别影响绩效的营销和策略变量，为理解和管理这一促销媒介提供初步基础。
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.