Herbig, Paul; O’ Hara, Brad; Palumbo, Frederick - In: American Journal of Business 10 (1995) 1, pp. 67-72
Industrial trade shows are the second most widely used promotional tool in the marketing mix for industrial firms, ranking after personal selling but well a head of advertising and direct mail. Use of this medium continues to grow in number of shows, number of companies exhibiting, and dollars...
