Serving as a helpful resource for practitioners as well as students of event marketing, this book focuses on successful boothmanship (software) and design (hardware) for trade shows. Discussion includes the importance of information gathering and analysis.

"Exhibition organizers and venue managers must have a thorough knowledge of their customers and they must be very close to the industries they serve. We must react rapidly to their changing needs and even be ahead of the curve in providing the tools and services which they'll need to successfully meet their business objectives. This book, Exhibit Marketing and Trade Show Intelligence, will assist all those in the exhibition industry to stay on top of trends and changes as we work to improve our customer's ROI and at the same time strengthen our own bottom line." Paul WoodwardManaging DirectorUFI, the Global Association of the Exhibition Industry "The Exhibit and Event industry has been rapidly expanding over the past several years and offers many global opportunities for a fascinating and rewarding career. Exhibit Marketing & Trade Show Intelligence provides those interested in a career in Exhibit and Event Management a solid foundation on how to become a valuable asset to any organization." Jim Wurm, Executive DirectorExhibit & Event Marketers Association (E2MA) "Dr. Klaus Solberg Søilen's book is a vital handbook for all marketers who work with exhibitions as a marketing tool. The book provides clear and extremely useful recommendations for actions before, under and after the exhibition has taken place". Svend Hollensen, author of "Global Marketing"(Pearson) and Associate Professor of International Marketing at the University of Southern Denmark.

Shows how to use trade show intelligence for successful boothmanship and design Assists the reader in successfully planning and organizing trade shows Appealing to both academics and practitioners alike ? Includes supplementary material: sn.pub/extras

Autorentext

Klaus Solberg Söilen is Professor of Business Administration at Halmstad University (Halmstad, Sweden). His research interests include Intelligence Studies, Digital Marketing, and Geoeconomics. He has served as Editor-in-Chief of the Journal of Intelligence Studies in Business (JISIB)and has authored various books, including Market Intelligence: Building Strategic Insight (CEIBS Press, 2009) and Exhibit Marketing and Trade Show Intelligence (Springer, 2013).

Inhalt
Integrated marketing communications.- Booth staff behavior.- Booth design and marketing materials.- Pre-show planning.- Post-show follow-up.- Trade show intelligence.