Trade Show & Event Marketing: Plan, Promote & Profit by Ruth StevensTrade Show & Event Marketing: Plan, Promote & Profit by Ruth Stevens

Trade Show & Event Marketing: Plan, Promote & Profit

byRuth Stevens

Hardcover | February 15, 2005

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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.
Ruth P. Stevens consults on customer acquisition and retention for both consumer and business-to-business clients. She began her career in 1986 at Time Warner, where she spent seven years in marketing, new business development, and general management at Book-of-the-Month Club and Time-Life Books. She then joined Ziff-Davis as Vice Pr...
Title:Trade Show & Event Marketing: Plan, Promote & ProfitFormat:HardcoverDimensions:352 pages, 9.1 × 6.2 × 1.5 inPublished:February 15, 2005Publisher:Delmar SchoolLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0324206240

ISBN - 13:9780324206241

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Table of Contents

1. Introduction2. Trade Shows and Corporate Events3. Prior Planning: Do It Right the First Time4. All About the Trade Show Booth5. Trade Show Booth Management6. Event Promotions: Before, During, and After7. Business Event Marketing Beyond the Trade Show Booth8. Lead Geneartion and Qualification9. Lead Management and Nurturing10. Press and Publicity11. Post-Event Results Analysis12. Case StudiesAppendix

Editorial Reviews

aa]filled with great ideas and practical advice that will maximize your effectiveness at trade shows, where the selling, prospecting and relationship-building possibilities are endless.a