Exhibitions Trade Fairs and Industrial Events

<p>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.</p><p>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</p>