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Providing craft producers and exporters with a practical methodology to assess potential markets, this guide looks at national and individual enterprise capabilities, selecting an international trade fair to suit, and going to a fair.
This book is the first to take an in-depth examination of the breadth and scope of exhibitions, trade fairs and other industrial events as a marketing tool or channel. Industrial Events are planned events that are staged with the primary aim of marketing businesses, industries and products. This may lead to direct sales through these events, as well as the development of brand image or building brand awareness; penetration of new markets; trials of new products and knowledge diffusion. These business goals might be future-focused, with meetings of strategic players from across an industry or sector contributing to the shaping of future innovations and development. Industrial events act as a marketplace, but rather than seeing them as temporary or isolated activities, they can be understood as cyclical clusters. This is a multidisciplinary book written by an international group of leading academics, offering a wide range of case studies that feature countries such as the United Kingdom, United States of America, Japan, South Korea, Saudi Arabia, Australia and New Zealand. It will appeal to students and researchers in the fields of cultural studies, history, tourism, sociology, economics and management
Why do professionals keep attending face-to-face industry gatherings when digitization offers cheap, fast and time-saving technological solutions for professional interactions? This book sets out to explain such a phenomenon by analysing the reasons why professionals go to professional events, the role of events on individual careers and the way events can be instrumental in structuring emerging professions and (re)affirming stable, shared professional identities.
This guide provides basic knowledge of marketing techniques and intellectual property for artisans, craft entrepreneurs and visual artists. It identifies relevant IP issues and ways of protecting creative output and lays out the costs and benefits. The chapters include: understanding the value of intellectual property; linking intellectual property to business development and marketing throughout the business cycle; how to protect crafts and visual arts; case studies.
Trade show activity throughout the world continues to grow. More and more exhibitors are finding trade shows to be their most effective marketing tool. No longer seen as a vacation away from the office, today's trade show is considered one of the best ways to meet with current customers, reach previously unidentified prospects and offer goods and services to the international market. Trade Shows Worldwide contains the vital information needed by every segment of the trade show industry. With its global perspective and clearly organized format, Trade Shows Worldwide allows industry professionals, city planners, information professionals and business executives quick access to the information vital for success and timely decision-making.
Globalization is often seen as driven by large corporations and supranational organizations. Enterprises operated by petty capitalists may be small, but there is nothing petty about their significance for the operation of economies or our understanding of contemporary societies, families, and localities. Petty Capitalism and Globalization uses ethnographic research to examine how small firms in Europe, Asia, and Latin America have been compelled to operate and compete in a fast-moving transnational economic environment. From Nepalese rug makers to German bakers to Taiwanese memory chip designers, these fascinating case studies delve into the complex situation of petty capitalists, often ambiguously situated between capital and labor, cooperation and exploitation, family and economy, tradition and modernity, friends and competitors. Understanding the position of petty capitalists in a global economy provides lessons in the potential and limitations of promoting small firms and entrepreneurship as a route to sustainable development.