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2014, vol. 61, br. 4, str. 903-914
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Praktični rezultati istraživanja uspešnosti nastupa preduzeća na sajmu
Practical research results of a successful company's appearance at the fair
Keywords: trade fairs; wine; costs; effects of appearance
Sažetak
Sajmovi su aktuelna tema kako u savremenoj teoriji, tako i u praksi uspešnih svetskih a u budućnosti i domaćih preduzeća, organizatora i vlasnika izložbenog prostora. U domaćoj literaturi postoje radovi koji teoretski obrađuju ovu problematiku, međutim nedostaje strateški pristup sajmu kao instrument unapređenja prodaje, kao i istraživanje praktičnog nastupa preduzeća na sajmu i merenje ostvarenih rezultata nastupa. U radu je dokazano da je nastup na sajmu imao pozitivan efekat na rezultate prodaje kao i na stvaranje interesa i povećanje svesnosti o postojanju preduzeća i njegovih proizvoda. Analizom je utvrđeno da se pod određenim uslovima, može izmeriti i kvantificirati stopa prinosa na investiciju prilikom nastupa na sajmu.
Abstract
Trade fairs represent a hot subject in the contemporary theory, as well as in the contemporary practice of modern successful international and local enterprises, organizers and owners of exhibition space. The domestic literature provides certain sources and papers which discuss the topic in theory, but there is an evident lack of strategic approach towards trade fairs as the instrument of sales improvement, as well as the obvious lack of practical approach of enterprises at trade fairs, and the lack of real measurement of the results obtained. This paper proves that the representation on a trade fair had positive effect on the sales results, as well as on the creation of interest and the increase of awareness of the existence of a company and its products. The analysis proves that under certain conditions the gain rate on the investment is calculable and quantifiable, in the case of trade fair representation.
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Reference
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