Product Overview
The first comprehensive guide to the workings of the exposition industry As more companies worldwide incorporate expositions and trade shows into their overall marketing and advertising strategy, demand is increasing for marketing professionals and trade show managers who understand the complex process of designing and running effective, well-managed expositions. Expositions and Trade Shows is the first book to explain every key aspect of the trade show industry and how it works -- from the role that expositions play in an exhibitor's marketing strategy to the responsibilities of the many different people involved in planning and mounting a successful exhibition. Using case histories drawn from the author's extensive real-world experience, this book:
* Examines trade shows from the management perspective
* Identifies the key players -- exposition managers, exhibitors, attendees -- and their roles, functions, and interrelationships
* Discusses locations and venues, as well as the use of general service contractors in putting together trade shows
* Covers the role of convention and visitors's bureaus
Ideal for meeting planners and convention and exhibit managers, as well as students in marketing or hospitality management programs, Expositions and Trade Shows is an important career resource for anyone looking to broaden their understanding of the field, enhance their effectiveness on the job, and build a sound future in the trade show industry.
