文章基本信息

标题：Fair appearance as a main form of sales promotion in the interorganizational environment
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作者：Željko Dević ; Željko Dević ; Zoran Papović 等
期刊名称：Ekonomski Signali
印刷版ISSN：1452-4457
电子版ISSN：2560-3302
出版年度：2014
卷号：9
期号：2
页码：15-32
DOI：10.5937/ekonsig1402015D
语种：English
出版社：Viša ekonomska škola Peć, Leposavić
摘要：Development of business to business marketing is especially manifested when effective promotional forms are being incorporated and integrated in processes of connection with organizational buyers. Among them, in the framework of strategic actions aimed at the sales promotion, fair appearance stands out as a necessary mechanism of industrial companies' competitiveness on the interorganizational market, with an array of market incentives and benefits. Despite the modest scope of research in this field, the goal of the paper is to analyze and point to the relevant indicators of industrial practices which deal with the role and the importance of fairs in the creation of intensive contacts and relationships with organizational buyers, as well as the necessity of their planning. Taking this into account, special attention is paid to the thorough elaboration of all planned phases of fair appearance and their complete synchronization with the aim of achieving optimal results.
关键词：business to business marketing; sales promotion; industrial fairs; plan of fair appearance