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Exhibitions, Trade Fairs and Industrial Events (Hardcover)
Loot Price: R4,732
Discovery Miles 47 320
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Exhibitions, Trade Fairs and Industrial Events (Hardcover)
Series: Routledge Advances in Event Research Series
Expected to ship within 12 - 17 working days
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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
General
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