The issues of B2B management and B2B marketing are becoming of increasing interest to business scholars and practitioners. This book is the first publication dedicated solely to the connection between relationship marketing management and trade fair activity management, two essential marketing concepts. It investigates the role of trade fairs with regard to B2B relationship marketing management in the era of the world economic crisis using the example of the retail real estate industry. A vital issue tackled in this book refers to the exploration of the characteristics of retail real estate trade fairs from the perspective of creating conditions favourable for developing business relationships. The book begins by presenting the issue of contemporary retail real estate trade fairs and the methods of researching into the marketing activity of exhibitors. It then uses a four-stage primary research method to propose a model of managing retail real estate trade fair participants'relationships with customers and other trade fair participants. The results of this study are then used to present the issue of trade fair activity management in a project life cycle, before the book goes on to explore the general problem of relationship marketing management in B2B services. In addition, it also discusses marketing activities participated in during trade fairs, such as experiential marketing and a trade fair conversation. As such, the book provides an extensive perspective on the researched phenomenon, and its findings will also be useful in other industries.

B2B Relationship Marketing Management in Trade Fair Activity

Dariusz Siemieniako; Marcin Gębarowski; Mirosława Pluta-Olearnik; Andrew McAuley

Marcin Gębarowski, Author; Dariusz Siemieniako, Author

by Dariusz Siemieniako and Marcin Gȩbarowski

Cambridge Scholars Press

CSP Classic Texts

United Kingdom and Ireland, United Kingdom

Newcastle upon Tyne, England, 2016

Includes bibliographical references.

Contempory retail real estate trade fairs and methods of researching the marketing activity of exhibitors
Methods of researching relationship marketing management in retail real estate trade fair activity
Explanatory model of relationship marketing management of retail real estate trade fair participants
Management of trade fair activity within the project life cycle
Relational loyalty as a result of promise management in the process of trade fair activity
Experiential marketing within the trade fair area as a part of relationship development
Trade fair conversation in developing relationships.

2020-11-03