Trade Shows in the Business Marketing Communications Mix

Author(s): Srinath Gopalakrishna and Gary L. Lilien

Excerpt from the Handbook of Business-to-Business Marketing (Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US). Complete book available at

Trade shows continue to occupy a prominent position within the B2B communications mix. This chapter on trade shows first provides an overview of the impact of the technological revolution on traditional trade show strategies. Next, relevant knowledge on trade shows along three perspectives is reviewed, starting with the exhibitor perspective where we cover issues related to the planning and execution of trade show strategy, followed by the viewpoints of trade show attendees and show management. The chapter concludes with an overview of implications and opportunities for academic research in this domain, as well as lessons for managers.
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