Integrated assessment of trade fair exhibitor performance: marketing and finance

Abstract

The methodical approach allowing to determine how full, successfully, rationally and economically reasonable exhibitors manage to realize their goals and plans is offered. Besides methodical part, it relies on quantitative financial and non-financial indices of exhibitor activities, which are considered in short-term and long term that gives the opportunity to correlate goals of trade fair participation to obtained and really expected marketing and commercial results and, thereby, in a complex, comprehensively and fully estimate exhibitor efficiency.