oa South African Journal of Economic and Management Sciences - The role of exhibitions in the marketing mix in South Africa
|Article Title||The role of exhibitions in the marketing mix in South Africa|
|© Publisher:||University of Pretoria|
|Journal||South African Journal of Economic and Management Sciences|
|Affiliations||1 *Strategy and Business Development, KSDP, Johann **Department of Marketing and Communication Management, University of Pretoria|
|Publication Date||Sep 2000|
|Pages||459 - 468|
|Keyword(s)||Companies, Exhibitions, Investment returns, JEL, M 31, Marketing, Marketing mixes and Measurability|
ISI Social Science
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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