Wybron’s continuing online market research program recently covered the hectic world of lighting industry trade shows. The responses from the 110 respondents provide new insight into why trade shows are so important to the industry. For many companies, trade shows are an essential part of the marketing mix. In only a few days, they provide advertising, sales promotion, public relations, and personal sales. Shows like LDI can be thought of as a shopping mall for lighting equipment, attracting ...

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