Exhibitions, Trade Fairs and Industrial Events (Hardcover, 3rd Edition)

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

Table of Contents

1. Understanding International Exhibitions, Trade Shows and Industrial Events: Concepts, Trends and Issues

Warwick Frost and Jennifer Laing

2. Modernity on Show: World’s Fairs, International Exhibitions and Expos, 1851-2020

Warwick Frost, Gary Best and Jennifer Laing

3. The High Point Furniture Market: A Dilemma of Eventful Place Making

Vern Biaett and Jenny Lukow

4. The Evolving Nature of Commercial Art Fairs

. Hilary du Cros

5. Couture on the Catwalk: Department Store Fashion Shows

Jennifer Laing and Warwick Frost

6. Cars of Futures Past: Motorclassica 2016- The Australian International Concours d’ Elegance & Classic Motor Show

. Gary Best

7. The Symbiotic Relationship between Unusual Venues and Street Food Commercial Events: The Case of Street Feast in London

. Claudia Sima and Franziska Vogt

8. Narrowing the Gap between Paddock and Plate: The Real Food Festival, Australia

. Trudie Walters

9. The Noodle Grand Prix as Regional Food Industrial Heritage Festival: A Japanese Case Study

. Sangkyun Kim, Eerang Park and Bokyung Kang

10. Saudi Food Events as Multi-Purpose Products

. Emad Monshi

11. Craft Beer Festivals: The Craft Brewers’ Experience of Getting Beer to Market in the US and UK

. Alison Dunn and Gerry Kregor

12. Supporting the Industry or Just Consuming Leisure? The Case of Industrial Festivals and Events in Jeonju, South Korea

. Eerang Park and Sangkyun Kim

13. Exploring family farms and sustainability entrepreneurship in Australian farmers’ markets

Vanessa Ratten, Veland Ramadani and Alain Fayolle

14. Beyond Branding: The Role of Booktowns in Building a Relational Marketplace

. Melissa Kennedy

15. Selling Sustainability and the Green Economy: A Case Study of Ecofest, New Zealand

Jennifer Laing, Judith Mair and Warwick Frost

16. Exhibitions, Trade Shows and Industrial Events in a Digital Age: Setting a Research Agenda

Warwick Frost and Jennifer Laing

General

Imprint:	Taylor & Francis
Country of origin:	United Kingdom
Series:	Routledge Advances in Event Research Series
Release date:	September 2017
First published:	2018
Authors:	Jennifer Laing • Warwick Frost
Editors:	Warwick Frost • Jennifer Laing
Dimensions:	234 x 156 x 22mm (L x W x T)
Format:	Hardcover
Pages:	244
Edition:	3rd Edition
ISBN-13:	978-1-138-21935-9
Categories:	Books > Business & Economics > Business & management > Management & management techniques > General Books > Business & Economics > Industry & industrial studies > Service industries > Tourism industry Promotions
LSN:	1-138-21935-5
Barcode:	9781138219359

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