Selling services by creating trust. An empirical study in the German Trade fair Market
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Author/sBusch, Maike Úrsula
Administración y Dirección de Empresas
Relaciones Comerciales Internacionales
Although trade fairs are one of the most used marketing tools in business-to-business marketing, they are not well researched. Due to its geographical location and its economic importance, the German trade fair market is considered one of the most, if not the most important, exhibition place worldwide. With numerous national and international trade fairs for a vast variety of industries, German trade fair organizers draw thousands of exhibitors and millions of visitors to their fairgrounds in Germany. While the core business of the German trade fair organizers is to sell exhibition space to the exhibiting companies, they also offer and sell a wide range of services, accompanying the participation in a trade fair. Different categories of services are offered. Some of the services are mandatory and therefore, the exhibitors need to acquire them from the trade fair organizing company. Other services might be necessary to realize the exhibitors’ plans regarding the participation, yet do no...