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oa South African Journal of Economic and Management Sciences - The role of exhibitions in the marketing mix in South Africa

Volume 3, Issue 3
  • ISSN : 1015-8812

 

Abstract

Exhibitions are a recognised component of a company's marketing mix. The medium however suffers from a distinct lack of integration and understanding in the broad marketing fraternity. Little research on the subject has been done and published, especially in South Africa. This exploratory study focuses on the use of the exhibition medium as a part of a company's marketing effort. Respondents question the return on investment and the measurability of the medium, while the benefits are in agreement with other published literature. Future research on the effectiveness of the medium and the impact of technology is recommended, as well as the viability of the medium on the marketing of services.

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/content/ecoman/3/3/AJA10158812_286
2000-09-01
2017-04-25

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