Turkish SMEs' approach to the trade fairs and B2B publications in their marketing communication plans

Nowadays, small and medium sized enterprises (SMEs) become gradually more important in rapidly globalizing inter country markets with their role of being dynamos of economy and contributors to the social life. For the SMEs in our country, same as the examples in the world, the fact to be successful in global markets, to correspond to the era?s and consumers? requests is concerned with building their marketing communication plans in a proper and effective way.This graduation thesis aims to examine the approach of Turkish SMEs ?especially those operating in industrial areas- to the trade fairs and B2B publications which play a dominant role in their marketing communication plans through discussing the present situation and concerns about the subject. While doing this, detailed information about trade fairs and B2B publications is given and three companies from different SME categories are interviewed as the case study.In the light of findings obtained, it is possible to say that trade fairs and publications play a crucial role for SMEs and besides, these two industries in our country have to show a change and progress in parallel with their capital importance.