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
Summary
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 tr
