Rinallo, Diego; Borghini, Stefania; Golfetto, Francesca - In: Journal of Business & Industrial Marketing 25 (2010) 4, pp. 249-258
Purpose – The purpose of this paper is to investigate business visitor behaviour at trade shows and to propose a complementary view based on the experiential perspective in marketing. Design/methodology/approach – The paper reports an ethnographic study conducted in the context of ten...