The effects of international fairs on exhibitor companies: a research on the exhibitors of Marmomacc Stone Design and Technology Fair

As a component of international marketing mix, promotion is a significant notion that companies should focus on. International fairs as a promotion tool identify to internationalize and choose a target market. Recently, fairs are so important as a result of globalization. International fairs ought to be related with exhibitor companies in order to analyze the effects of international fairs for exhibititors. This relation helps to identify advantages and disadvantages of international fairs. In this research, it has been studied the effects of international fairs on exhibitors with the notions in literature. Theoretical knowledge has been related with the quantitative research results in 'Marmomacc Stone Design and Technology Fair' in Verona/Italy and also it has been resulted that international fairs have significant results for exhibitor companies.