Kirchgeorg, Manfred; Springer, Christiane; Kästner, Evelyn - In: Journal of Business & Industrial Marketing 25 (2009) 1, pp. 63-72
Purpose – Trade shows have played a prominent role in the corporate communication mix for many years. Enterprises use these multifunctional communication platforms to pursue a wide variety of objectives. The purpose of this paper is to, on the one hand, to examine the extent to which trade...