Marketing Management’s Utilization of Trade Shows: Confronting the Opportunities, Mistakes and Challenges

Abstract

This paper examines the significant role and scope of trade shows to marketing management. More specifically, it pinpoints the potential marketing contributions and decision making steps of trade shows. It also cautions the reader to be cognizant of the multitude of salient mistakes and challenges that are frequently made my management. To avoid potential problems, some strategic and tactical advice is given on overcoming the trade show blunders. Lastly, future trends and the implications to marketing educators are also explored.