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Exhibit Marketing and Trade Show Intelligence [electronic resource] : Successful Boothmanship and Booth Design / by Klaus Solberg S�ilen.

By: Solberg S�ilen, Klaus [author.].
Contributor(s): SpringerLink (Online service).
Material type: materialTypeLabelBookSeries: Management for Professionals: Publisher: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2013Description: XLI, 150 p. online resource.Content type: text Media type: computer Carrier type: online resourceISBN: 9783642367939.Subject(s): Business | Marketing | Industrial management | Market research | Business and Management | Marketing | Media Management | Market Research/Competitive IntelligenceAdditional physical formats: Printed edition:: No titleDDC classification: 658.8 Online resources: Click here to access online
Contents:
Integrated marketing communications -- Booth staff behavior -- Booth design and marketing materials -- Pre-show planning -- Post-show follow-up -- Trade show intelligence.
In: Springer eBooksSummary: 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.
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Integrated marketing communications -- Booth staff behavior -- Booth design and marketing materials -- Pre-show planning -- Post-show follow-up -- Trade show intelligence.

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.

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