Business Excellence, Vol. 2 No. 2, 2008.
Review article
TRADE FAIRS AS THE MOST APPROPRIATE MARKETING INSTRUMENT OF SMALL AND MEDIUM ENTERPRISES
Vesna Cvitanović
orcid.org/0000-0001-7638-3093
; Zagreb Fair, Zagreb, Croatia
Abstract
Trade fairs enable contact with the target audience at an optimal cost – both with existing clients and potential, new business partners. Trade fairs are most effective in demonstrating market presence, as well as in enabling exchange and getting insight.
Small and medium entreprises take advantage of trade fair appearance in order to rapidly develop their brand name presence, and as a result, the necessary recognition on the market. Achieving this business goal becomes a priority in the context of tough competition in an increasingly globalized world. Trade fair appearance is the easiest way for small and medium entreprises to receive feedback from their clients, as well as to evaluate their competitors. In the last ten years theire is an evident increase in the number of small and medium entreprises in the total number of ehxibitors at Zagreb Fair trade shows. This trend is constant, although slowly increasing. Today trade fairs are a leading international business and information platform for small and medium enterprise development. In the years to come, trade fairs will certainly maintain this position, in spite of technology development and changed market conditions.
Keywords
small and medium entreprises; trade fairs as mediums; presentations and demonstrations; introduction; direct contacts; events; conventions; exhibition industry
Hrčak ID:
38551
URI
Publication date:
30.12.2008.
Visits: 2.925 *