INDUSTRIAL BUYER BEHAVIOR AT TRADE SHOWS - IMPLICATIONS FOR SELLING EFFECTIVENESS

被引：52

作者：

BELLO, DC

机构：

来源：

JOURNAL OF BUSINESS RESEARCH | 1992年 / 25卷 / 01期

关键词：

D O I：

10.1016/0148-2963(92)90005-V

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Although trade shows are a major marketing tool, little research has examined how to capitalize on the medium's sales potential. This article analyzes the buying behavior of trade show attendees in order to devise an approach to selling that is best adapted to the unique show environment. The industrial buying literature is used to frame hypotheses which test aspects of attendee behavior that underlie and motivate effective selling strategies for trade shows.

引用

页码：59 / 80

页数：22

共 68 条

[51]

Nunnally J. C., 1994, PSYCHOMETRIC THEORY

[52]

Parasuraman A., 1981, IND MARKET MANAG, V10, P277, DOI DOI 10.1016/0019-

[53]

Robinson P.J., 1967, IND BUYING CREATIVE

[54] EMBEDDED INFLUENCE PATTERNS IN ORGANIZATIONAL BUYING SYSTEMS [J].