Exhibition and fair activities in the enterprise marketing management system.

Abstract

The article considers theoretical, methodological and applied aspects of realisation of exhibition and fair activity in the system of marketing management of an enterprise. The essence of exhibition and fair activity is defined, approaches to the interpretation of the concept by different authors are considered. The requirements for organising and preparing for participation in exhibition events have been determined. The article marks out advantages of exhibition and fair activity in the system of marketing management of an enterprise. The article systemises coefficients of assessment of the qualitative level of organisation of events and indicators for assessment of efficiency of exhibition and fair activity for an enterprise. It allocates main stages of management of exhibition and fair activity of an enterprise in the system of marketing management. The study proposes a scheme of implementation of exhibition and fair activities through effective communication between the exhibitor and visitors of the exhibition. The composition of the team of specialists who can provide effective exhibition services and provide professional advice to visitors, create conditions for the proper operation of the exposition is determined. The results obtained by enterprises through participation in exhibitions are highlighted.