Historical Traces and Contemporary Approaches regarding Fairs and Exhibitions, as complex Instruments in Marketing

Mariana Juganaru () and Ion Danut Juganaru ()
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Mariana Juganaru: „Ovidius”University of Constanta, Faculty of Economics
Ion Danut Juganaru: „Ovidius”University of Constanta, Faculty of Economics

Ovidius University Annals, Economic Sciences Series, 2016, vol. XVI, issue 1, 331-335

Abstract: Fairs have evolved permanently since their appearance until now, in terms of content, forms of organization, means and techniques of realization. The organization’s concerns to promote their offer more efficiently led to an increase of the role and importance of fairs, as marketing tools. "Fairs and exhibitions", an expression used in theory, but also in practice, can be used in every area of activity, of all companies, regardless their size and activity field, ensuring a tailored marketing, able to assure economic success and a positive image to all participants in these events. The technological progress in all areas of activity, specific for the last 50-60 years, influenced in many ways, also the "fair and exhibitions industry." In this paper we propose to analyze the general evolution of fairs and how they became, in time, tools of intern and international marketing.

Keywords: fairs; direct communication; business success (search for similar items in EconPapers)
JEL-codes: M10 M31 M37 Z10 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xvi:y:2016:i:1:p:331-335

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