Business-to-Business Marketing
Fifth Edition
SAGE Journal Articles
This paper provides an empirically tested model for business brands, complementing Abratt and Kleyn’s (2012) conceptualization of the corporate brand that features in chapter 7.
As business and consumer markets continue to converge, this article sheds light on some of the complexities in handling the interests of event organisers, exhibitors and visitors.
Evidence presented in this paper shows that trade fairs and missions can be central to the international expansion of small businesses. Useful material for SME managers trying to build a business case for firm investment in such events.