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From the Publisher"Do your homework! Trade shows are expensive and time-consuming. Instead of just winging it, consider this practical, nuts and bolts approach to maximizing your return on investment."
"Finally, a definitive and comprehensive guide to the strategic use and measurement of trade shows and events written specifically for the sales and marketing exec. Long overdue…."
"…Anyone who wants to improve marketing productivity and effectiveness needs to keep this great reference handy for repeated use."
"Extremely useful advice (backed up by data) on the strategy of trade show marketing…. Few books give you this thorough a strategic overview…. "
"…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."