Subscribe to our newsletter:
Picture of B2B Relationship Marketing Management in Trade Fair Activity

B2B Relationship Marketing Management in Trade Fair Activity

Author(s): Dariusz Siemieniako, Marcin Gębarowski

Book Description

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.


ISBN-13: 978-1-4438-8364-1
ISBN-10: 1-4438-8364-6
Date of Publication: 01/07/2016
Pages / Size: 170 / A5
Price: £41.99


Dr Dariusz Siemieniako is an Assistant Professor at the Faculty of Management of Bialystok University of Technology, Poland, having previously worked as a Management Board Member, Director and Consultant for almost nine years, being involved in three real estate development projects. His current research focuses on issues concerning, among other things: B2B relationship marketing. He has had work published in a number of reputed journals including Journal of Marketing Management, Journal of Customer Behaviour, and Journal of Consumer Marketing.

Dr Marcin Gębarowski is an Assistant Professor at the Faculty of Management of Rzeszow University of Technology, Poland. His primary research focus is exhibit marketing, having completed his doctoral dissertation on trade fairs. He is a partner and a consultant of the Polish Chamber of Exhibition Industry, and conducts training related to exhibit marketing for entrepreneurs. He is the author of 50 scientific papers about trade fairs and one book devoted to contemporary exhibition events.