This paper reports on the attitudes of Japanese exhibitors in industrial trade shows in Japan. The research used a mail questionnaire in Jaoanese calligraphy. Japanese exhibitors were found to perceive the same three major benefits of exhibiting as do North American exhibitors; however, they deemed trade shows to be more effective.
CITATION STYLE
Banting, P. M. (2016). The Industrial Trade Show from an Asian Perspective. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 74–76). Springer Nature. https://doi.org/10.1007/978-3-319-16934-7_18
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