Título: | BUSINESS FAIRS AS STRATEGY OF INTEGRATED COMMUNICATION OF MARKETING | ||||||||||||
Autor(es): |
UWE MARINUS SCHUCHMANN |
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Colaborador(es): |
HELENE BERTRAND - Orientador |
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Catalogação: | 26/FEV/2004 | Língua(s): | PORTUGUESE - BRAZIL |
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Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=4525@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=4525@2 |
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DOI: | https://doi.org/10.17771/PUCRio.acad.4525 | ||||||||||||
Resumo: | |||||||||||||
This study is proposed to verify the relevance of trade
fairs in the integrated marketing communications strategy of
companies, by means of an exploratory and descriptive
research. Whenever possible, different opinions from
experts in trade fairs were mentioned, illustrated by
examples, objecting a major comprehension by the readers of
the subject. With the bibliography used, it was concluded
that the trade fairs are an important communication channel
in the Integrated Marketing Communications strategy,
because they are very versatile and reach different publics
along the whole productive process. These publics are well
qualified because they are disposed to receive marketing
messages and make the trade fairs an ambient propitious to
generate business, including international business. The
success of participation in trade fairs depends, however,
of a well formulated and implemented plan of marketing and
integrated marketing communications. Aiming that, it is
necessary to have a better comprehension of the complex
ambient of trade fairs and its role in the Integrated
Marketing Communication strategy.
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