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Book Cover
E-book
Author Solberg Søilen, Klaus

Title Exhibit marketing and trade show intelligence : successful boothmanship and booth design / Klaus Solberg Søilen
Published Berlin ; New York : Springer, [2013]
©2013
Online access available from:
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Description 1 online resource
Series Management for professionals, 2192-8096
Management for professionals.
Contents Integrated Marketing Communications (IMC) -- Booth Staff Behaviour -- Booth Design and Marketing Materials -- Pre-show Planning -- Post-show Follow-up -- Trade Show Intelligence
Summary This book serves as a helpful resource for practitioners as well as students of event marketing. It focuses on successful boothmanship (software) and design (hardware) for trade shows. Companies are starting to realize the importance of trade shows not only as a place to convey or distribute, but also to gather and analyze information. Constantly emerging techniques are making this task easier and more important for companies to stay competitive, but adequate planning and organization still remains a challenge. The book largely focuses on the perspective of competitive intelligence, called Trade Show Intelligence, which emphasizes the importance of information gathering and analysis. A vast range of examples and cases support the main concepts presented. This books aims to assist the reader to successfully plan and organize trade shows. Students taking event marketing courses can use this work as a sourcebook for the principles of successful booth management
Analysis Economics
Marketing
Economics/Management Science
Media Management
Market Research
Bibliography Includes bibliographical references and index
Notes Print version record
Subject Trade shows.
Trade shows -- Exhibition techniques.
Marketing.
Form Electronic book
ISBN 9783642367939 (electronic bk.)
3642367933 (electronic bk.)
3642367925
9783642367922