Factors for universities to consider for trade shows : Exhibit marketing for universities

Sammanfattning: This paper investigates factors universities should consider when attending trade shows. The findings are based both on earlier studies, but also a research on this subject. The purpose of this study is to examine important aspects of exhibit marketing for universities which subsequently could be improved to improve the performance at a trade show. The findings of this study are that the booth staff, the layout of the booth, pre-show communication with the desired audience, among others, are important factors for universities to consider when attending trade show.