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Abstract This article describes importance and value of trade shows/fairs to firms as they engage in the process of internationalization. Primary discussion examines the unique impact of trade fairs as a promotional medium for organizations to consider as they determine their marketing strategy. Careful planning along with an understanding of the role of trade fairs within the promotion mix can mean the difference between success or failure in the global marketplace. Key Words: Culturegovernmentglobal marketsinternational promotionspromotional productstrade fairstrade shows
Palumbo et al. (Sun,) studied this question.
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