Abstract
Despite the rise of digital media, trade shows have not lost their importance within the
marketing mix. However, to this date, their specific impact has been hard to measure. To
address this gap, this article aims to investigate the outcomes of knowledge creation, sharing,
and acquisition occurring at trade shows by utilizing Return on Trade Show Information
(RTSI) model (Bettis-Outland et al. 2010). The preliminary analysis supports the findings of Bettis-
Outland et al. (2012) as well as shows that information quality, information
dissemination and information use have all positive relationships with the Information value.
marketing mix. However, to this date, their specific impact has been hard to measure. To
address this gap, this article aims to investigate the outcomes of knowledge creation, sharing,
and acquisition occurring at trade shows by utilizing Return on Trade Show Information
(RTSI) model (Bettis-Outland et al. 2010). The preliminary analysis supports the findings of Bettis-
Outland et al. (2012) as well as shows that information quality, information
dissemination and information use have all positive relationships with the Information value.
| Original language | English |
|---|---|
| Title of host publication | ANZMAC 2017 Conference Proceedings |
| Publisher | Australian and New Zealand Marketing Academy (ANZMAC) |
| Pages | 318-322 |
| Publication status | Published - 2017 |
| MoE publication type | A4 Conference publication |
| Event | Australian and New Zealand Marketing Academy Conference - Melbourne, Australia Duration: 4 Dec 2017 → 6 Dec 2017 |
Publication series
| Name | ANZMAC Conference Proceedings |
|---|---|
| ISSN (Electronic) | 1447-3275 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference |
|---|---|
| Abbreviated title | ANZMAC |
| Country/Territory | Australia |
| City | Melbourne |
| Period | 04/12/2017 → 06/12/2017 |
Keywords
- trade shows
- performance measures
- Return on Trade Show Information