Herbig, Paul; Hara, Brad OÕ; 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 ahead of advertising and direct mail. Use of this medium continues to grow in number of shows, number of companies exhibiting, and dollars...
