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- W2162714179 abstract "Discusses the increasing use of the show by marketers as a medium to launch new products. Analyses adoption theory and key characteristics of the show setting to explain how shows facilitate the acceptance of innovative consumer goods. Concludes that success depends on: organizing the exhibits and relevant information, integrating shows into product launches, and post‐show marketing." @default.
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- W2162714179 date "1992-02-01" @default.
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- W2162714179 title "The Role of Consumer Shows in New Product Adoption" @default.
- W2162714179 doi "https://doi.org/10.1108/07363769210037024" @default.
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