查看文章

The trade show marketing literature has been growing over the past decades, attracting a steady stream of research and journal publications. However, this body of research has not been subject to a systematic literature review. Accordingly, the purpose of this article is to provide a systematic review of the trade show marketing literature with the aim of delineating its current state, trends, gaps and inconsistencies. To this end, multiple electronic databases were searched and 91 trade show articles published in 24 marketing journals were extracted. The extracted articles were carefully analyzed with the help of a comprehensive classification framework focusing on broad thematic, theoretical and methodological dimensions. The findings revealed that: (a) trade show research is marked by inconsistencies that concern core thematic issues, such as trade show participation modes, trade show activity stages and trade …