Authors: Diego Rinallo; Francesca Golfetto; Stefania Borghini
In this paper, we follow the suggestion of Cova & Salle (2003) to apply ?a bulk of rejuvenatedmethodologies? to research industrial marketing and purchasing. By adopting anthropological methodswe intend to contribute to the literature regarding trade shows and the pre-purchase information searchof industrial buyers. Our findings unfold new knowledge and a deeper understanding of visitorbehavior at trade shows and of the informative value of these events. Discussions of data collected inthe field of five events in the fashion industry provide insights to exhibitors as well as new directionsfor future research.
Journal: ( – )
Web Address:
Publish Year: 2004
Conference: Copenhagen, Denmark (2004)