If you are experiencing problems downloading PDF or HTML fulltext, our helpdesk recommend clearing your browser cache and trying again. If you need help in clearing your cache, please click here . Still need help? Email help@ingentaconnect.com

The evaluation of non-selling activities at British trade exhibitions: an exploratory study

$60.93 plus tax (Refund Policy)

Buy Article:

Abstract:

Exhibitions are widely regarded as powerful tools in the promotional mix, yet few studies have been undertaken to establish whether exhibitions are actually effective in meeting the objectives of the exhibitors. Reports on a survey of firms in the Midlands in which marketing managers were asked how they evaluate exhibitions, particularly in terms of non-selling activities. Finds that firms have virtually no way of evaluating non-selling activities, even if the managers concerned regarded these activities as a main purpose of exhibiting. Furthermore, few firms had any rigorous way of evaluating selling activities, and often could not make any objective judgement about whether exhibitions are cost-effective.

Keywords: Exhibitions; Marketing; United Kingdom

Document Type: Research Article

DOI: http://dx.doi.org/10.1108/02634509610127536

Publication date: May 1, 1996

More about this publication?
Related content

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more