Abstract
Small, minority businesses faced with budget limitations have traditionally avoided trade shows as a marketing alternative. However, close examination of factors such as cost-per-contact, large audiences, immediate reaction and competitive product comparisons, suggests that a trade show offers a small, minority business greater latitude in its marketing effort despite a limited budget. A trade show combines effective personal selling techniques with a shopping mall atmosphere. Probably, the greatest problem to solve before participating is obtaining adequate background information about a trade show and its operation. This paper is an attempt to initiate the interest of small, minority businesses in trade shows as a marketing alternative.
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© 2015 Academy of Marketing Science
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Cunningham, M.G., Mihalik, B.J. (2015). For the Small, Minority Business: A Trade Show May Be your Best Marketing Alternative. In: King, R. (eds) Minority Marketing: Issues and Prospects. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17392-4_33
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DOI: https://doi.org/10.1007/978-3-319-17392-4_33
Publisher Name: Springer, Cham
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