State-of-the-art of research about trade shows and exhibitions

Trade shows (B2B) and exhibitions (B2C) are an essential sales and marketing communications tool and have become a multi-bn$-business for the organizers wordwide. Global exhibition space is still growing. However, expecially in B2B-industries, their effectivity as a marketing communications tool as well as their efficiency are under constant scrutiny with respect to the high costs incurring for participation. This project aims at analyzing this area of conflict from an international state-of-the-art literature review. In addition the analysis of the related business domains shall reveal areas where further research is required in order to position this live communications with an adequate framework.
Trade show organisations are a traditional service industry: all aspects of customer satisfaction (exhibitors and visitors) are essential factors to be considered.

Dr. Michael Reinhold