This book is the first to take an in-depth examination of the breadth and scope of exhibitions, trade fairs and other industrial events as a marketing tool or channel. Industrial Events are planned events that are staged with the primary aim of marketing businesses, industries and products. This may lead to direct sales through these events, as well as the development of brand image or building brand awareness; penetration of new markets; trials of new products and knowledge diffusion. These business goals might be future-focused, with meetings of strategic players from across an industry or sector contributing to the shaping of future innovations and development. Industrial events act as a marketplace, but rather than seeing them as temporary or isolated activities, they can be understood as cyclical clusters.
This is a multidisciplinary book written by an international group of leading academics, offering a wide range of case studies that feature countries such as the United Kingdom, United States of America, Japan, South Korea, Saudi Arabia, Australia and New Zealand. It will appeal to students and researchers in the fields of cultural studies, history, tourism, sociology, economics and management
Chapter 1. Understanding International Exhibitions, Trade Shows and Industrial Events: Concepts, Trends and Issues ; Chapter 2. Modernity on Show: World's Fairs, International Exhibitions and Expos, 1851-2020; Chapter 3. The High Point Furniture Market: A Dilemma of Eventful Place Making; Chapter 4. The Evolving Nature of Commercial Art Fairs; Chapter 5. Couture on the Catwalk: Department Store Fashion Shows; Chapter 6. Cars of Futures Past: Motorclassica 2016- The Australian International Concours d' Elegance & Classic Motor Show; Chapter 7. The Symbiotic Relationship between Unusual Venues and Street Food Commercial Events: The Case of Street Feast in London; Chapter 8. Narrowing the Gap between Paddock and Plate: The Real Food Festival, Australia; Chapter 9. The Noodle Grand Prix as Regional Food Industrial Heritage Festival: A Japanese Case Study ; Chapter 10. Saudi Food Events as Multi-Purpose Products; Chapter 11. Craft Beer Festivals: The Craft Brewers' Experience of Getting Beer to Market in the US and UK; Chapter 12. Supporting the Industry or Just Consuming Leisure? The Case of Industrial Festivals and Events in Jeonju, South Korea; Chapter 13. Exploring family farms and sustainability entrepreneurship in Australian farmers' markets; Chapter 14. Beyond Branding: The Role of Booktowns in Building a Relational Marketplace; Chapter 15. Selling Sustainability and the Green Economy: A Case Study of Ecofest, New Zealand; Chapter 16. Exhibitions, Trade Shows and Industrial Events in a Digital Age: Setting a Research Agenda;
