Exhibitions, trade fairs and industrial events

This title examines the breadth and scope of exhibitions, trade fairs and other industrial events as a marketing tool or channel.

Industrial events are planned events that are staged with the primary aim of marketing businesses, industries and products.

This may lead to direct sales through these events, as well as the development of brand image or building brand awareness; penetration of new markets; trials of new products and knowledge diffusion.

These business goals might be future-focused, with meetings of strategic players from across an industry or sector contributing to the shaping of future innovations and development.

Industrial events act as a marketplace, but rather than seeing them as temporary or isolated activities, they can be understood as cyclical clusters.