Economic Assessment of Marketing Elements of Exhibition Activities
Economic Assessment of Marketing Elements of Exhibition Activities

Summary/Abstract: The purpose of the article is to address the challenge of formulating guidelines for assessing the economic efficiency of marketing aspects of participation in activities and organization thereof. Achieving this goal involved the use of a systematic approach in constructing the economic efficiency assessment system for marketing elements of exhibition activity; generalization and specification when comparing foreign and domestic experiences; marketing analysis for studying marketing elements of exhibition activities; algorithmic presentation for analyzing and modeling of the impact of changes in marketing factors on the exhibition activities of enterprises; selection of the most effective assessment system elements among those applicable in practice to construct the economic assessment system for marketing events. In the course of work, features of analysis of exhibition activities were considered, the role of marketing factors in carrying out this type of activities was updated, and the basic aspects of organizing exhibitions for the participants and the organizers were defined.Scientific-methodological and practical provisions for structuring an economic efficiency assessment of marketing aspects of exhibition activities were formulated. The most effective assessment system elements among those applicable in practice for marketing events were selected to construct a comprehensive economic efficiency assessments system for exhibition activities. Proposals developed within this article were applied by the example of the X Anniversary Central Asian International Exhibition “Agriculture” AgroWorld Kazakhstan 2015 organized by LLP “Iteca” at the exhibition complex “Atakent”, Almaty, Republic of Kazakhstan. The results of the study are aimed at enhancing the management of exhibition activity, based on a balance of marketing goals and interests of the organizers and participants of the exhibition events.

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