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Book Review
"Trade Show and Event Marketing" by Ruth Stevens
Review by Peter DeLegge |
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In many ways, putting together a successful trade show
program is similar to putting together a successful Broadway play. It's a
lot harder than it looks.
Over the course of my career, I have managed or been been
involved in more than one hundred trade shows. Rarely are they
straight-forward, simple matters.
Doing a trade show or event well requires a wide range of abilities:
budgeting, coordinating calendars, show selection, logistics, marketing
planning (pre-, at- and post- show promotion), booth staff training and
management, lead management, creating and managing publicity opportunities,
post show follow-up and analysis...And I'm sure I'm leaving a lot out. But
that's okay, because Ruth Stevens didn't leave anything out.
Stevens book is comprehensive and offers solid advice.
"Trade Show and Event Marketing" is the closest thing I've seen to a definitive guide
on trade show and event marketing. Whether you are a junior-level member of the
marketing staff straight out of school or a veteran, this book deserves a
place on your shelf -- or, if you are a trade show manager or an event
manager, on your desk.
It's the kind of book you'll turn to regularly for reference. I'd say more,
but, if you even do only one trade show a year, buying this book is a
no-brainer. Get it.
Click here to view other
recommended books at the Marketing Today Bookstore
Note: It is Marketing Today's policy to feature only book
reviews of recommended books. While this can annoy book publicists, we also
realize that in a hurried world, a marketer's time is too important to sift
through everything, so we only publish reviews of books worthy of our
recommendation.
Peter DeLegge is the publisher of
Marketing Today. He has nearly twenty years experience in marketing and
advertising and has held marketing management positions at Fortune 200 and
medium size firms. To contact Mr. DeLegge regarding consulting, speaking
engagements or media interviews, please email <peterdl@hotmail.com>.
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