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Exhibitions, trade fairs and industrial events

Author: Warwick Frost; Jennifer Laing
Publisher: Abingdon, Oxon ; New York, NY : Routledge, 2018.
Series: Routledge advances in event research series.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"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;  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Exhibitions, trade fairs and industrial events.
London ; New York : Routledge, 2018
(DLC) 2017027101
(OCoLC)1008764919
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Warwick Frost; Jennifer Laing
ISBN: 9781315415291 1315415291 9781315415284 1315415283 9781315415277 1315415275
OCLC Number: 1004762518
Description: 1 online resource (xiv, 230 pages) : illustrations.
Contents: Understanding international exhibitions, trade shows and industrial events : concepts, trends and issues / Warwick Frost and Jennifer Laing --
Modernity on show : World's Fairs, international exhibitions and expos, 1851-2020 / Warwick Frost, Gary Best and Jennifer Laing --
The high point furniture market : a dilemma of eventful place making / Vern Biaett and Jenny Lukow --
The evolving nature of commercial art fairs / Hilary du Cros --
Couture on the catwalk : department store fashion shows / Jennifer Laing and Warwick Frost --
Cars of futures past : Motorclassica 2016- the Australian International Concours d'Elegance & Classic Motor Show / Gary Best --
The symbiotic relationship between unusual venues and street food commercial events : the case of Street Feast in London / Claudia Sima and Franziska Vogt --
Narrowing the gap between paddock and plate : the Real Food Festival, Australia / Trudie Walters --
The Noodle Grand Prix as regional food industrial heritage festival : a Japanese case study / Sangkyun Kim, Eerang Park and Bokyung Kang --
Saudi food events as multi-purpose products / Emad Monshi --
Craft beer festivals : the craft brewers' experience of getting beer to market in the US and UK / Alison Dunn and Gerry Kregor --
Supporting the industry or just consuming leisure? : the case of industrial festivals and events in Jeonju, South Korea / Eerang Park and Sangkyun Kim --
Exploring family farms and sustainability entrepreneurship in Australian farmers' markets / Vanessa Ratten, Veland Ramadani and Alain Fayolle --
Beyond branding : the role of booktowns in building a relational marketplace / Melissa Kennedy --
Selling sustainability and the green economy : a case study of Ecofest, New Zealand / Jennifer Laing, Judith Mair and Warwick Frost --
Exhibitions, trade shows and industrial events in a digital age : setting a research agenda / Warwick Frost and Jennifer Laing.
Series Title: Routledge advances in event research series.
Responsibility: edited by Warwick Frost and Jennifer Laing.

Abstract:

"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 undiferstood as cyclical clusters. 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"--Provided by publisher.

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