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Exhibitions, Trade Fairs and Industrial Events

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Exhibitions, Trade Fairs and Industrial Events Synopsis

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. This is a multidisciplinary book written by an international group of leading academics, offering a wide range of case studies that feature countries such as the United Kingdom, United States of America, Japan, South Korea, Saudi Arabia, Australia and New Zealand. It will appeal to students and researchers in the fields of cultural studies, history, tourism, sociology, economics and management

About This Edition

ISBN: 9781138219359
Publication date: 25th September 2017
Author: Warwick Frost
Publisher: Routledge an imprint of Taylor & Francis Ltd
Format: Hardback
Pagination: 230 pages
Series: Routledge Advances in Event Research Series
Genres: Hospitality and service industries
Hospitality and service industries