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Produktbeschreibungen
Pressestimmen
" Anyone who wants to improve marketing productivity and effectiveness needs to keep this great reference handy for repeated use."
Kurzbeschreibung
Finally, a comprehensive guide, to trade show and event marketing, for the business marketer who seeks to integrate events into the entire go-to-market strategy and deliver a demonstrable return on investment. Every year, U.S. businesses spend over $20 billion on marketing at trade shows, and another $15 billion on proprietary corporate events. But what are they getting for their money? Even the savviest marketing executives often have a hard time answering that question. With Trade Show and Event Marketing, marketers can turn a budgetary black hole into their greatest lead and income generator. Smart trade show and event management can be a company's most important success generator with proper planning, strategy and execution. Trade Show and Event Marketing can be your guidebook to that marketing success.
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Kundenrezensionen
Die hilfreichsten Kundenrezensionen
Format:Gebundene Ausgabe
If you are in marketing and you exhibit at trade shows, this book may change your behavior forever. Not only does it provide in-depth information about what trade shows can do and how they operate, but it also explains the financial structure you should put in place to determine whether participating in a trade show is worth your while financially. That may be bad news for corporate marketers who prefer to unpack their booth, buy the coffee and flowers, and hand out literature.
But if you want to turn a trade show appearance into a truly special corporate event, author Ruth Stevens has a game plan for you. Her book includes sample budgets, case studies, expense spread sheets, lead generation forms, checklists, survey ideas and a great appendix listing sources of additional information. It explains everything you need to know about the opportunities that trade shows offer and how you can use them to advance your marketing goals. We highly recommend this book to marketing managers of business-to-business companies who want to start getting solid returns from special events.
But if you want to turn a trade show appearance into a truly special corporate event, author Ruth Stevens has a game plan for you. Her book includes sample budgets, case studies, expense spread sheets, lead generation forms, checklists, survey ideas and a great appendix listing sources of additional information. It explains everything you need to know about the opportunities that trade shows offer and how you can use them to advance your marketing goals. We highly recommend this book to marketing managers of business-to-business companies who want to start getting solid returns from special events.
Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
Amazon.com:
9 Rezensionen
11 von 11 Kunden fanden die folgende Rezension hilfreich
Help for harried trade show managers
22. Februar 2005
Format:Gebundene Ausgabe
In the late 1970s, I managed trade show exhibits for a division of a Fortune 500 manufacturer. So I can say from first-hand experience that Ruth's book is filled on every page with exactly the kind of guidance and instructions a business needs to make its trade show exhibiting less stressful and more successful. I highly recommend it.
9 von 9 Kunden fanden die folgende Rezension hilfreich
Specific Trade Show Strategies
16. November 2005
Format:Gebundene Ausgabe
If you are in marketing and you exhibit at trade shows, this book may change your behavior forever. Not only does it provide in-depth information about what trade shows can do and how they operate, but it also explains the financial structure you should put in place to determine whether participating in a trade show is worth your while financially. That may be bad news for corporate marketers who prefer to unpack their booth, buy the coffee and flowers, and hand out literature.
But if you want to turn a trade show appearance into a truly special corporate event, author Ruth Stevens has a game plan for you. Her book includes sample budgets, case studies, expense spread sheets, lead generation forms, checklists, survey ideas and a great appendix listing sources of additional information. It explains everything you need to know about the opportunities that trade shows offer and how you can use them to advance your marketing goals. We highly recommend this book to marketing managers of business-to-business companies who want to start getting solid returns from special events.
But if you want to turn a trade show appearance into a truly special corporate event, author Ruth Stevens has a game plan for you. Her book includes sample budgets, case studies, expense spread sheets, lead generation forms, checklists, survey ideas and a great appendix listing sources of additional information. It explains everything you need to know about the opportunities that trade shows offer and how you can use them to advance your marketing goals. We highly recommend this book to marketing managers of business-to-business companies who want to start getting solid returns from special events.
7 von 7 Kunden fanden die folgende Rezension hilfreich
Comprehensive Winner
2. Juni 2005
Format:Gebundene Ausgabe
Ruth Stevens has compiled a great great resource for anyone doing any type of event - from seminars to full-blown trade shows. This is a valuable resource for any marketing library and a must for anyone responsible for ROI on any type of event.
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