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Exhibit Marketing and Trade Show Intelligence: Successful Boothmanship and Booth Design

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Kataloginformation
Feldname	Details
Vorliegende Sprache	eng
Hinweise auf parallele Ausgaben	39130920X Druckausg.: ‡Solberg Søilen, Klaus, 1968 - : Exhibit marketing and trade show intelligence
ISBN	978-3-642-36792-2
Name	Solberg Søilen, Klaus
T I T E L	Exhibit Marketing and Trade Show Intelligence
Zusatz zum Titel	Successful Boothmanship and Booth Design
Verlagsort	Berlin, Heidelberg
Verlag	Springer Berlin Heidelberg
Erscheinungsjahr	2013
Erscheinungsjahr	2013
Umfang	Online-Ressource (XLI, 150 p. 31 illus, digital)
Reihe	Management for Professionals
Notiz / Fußnoten	Description based upon print version of record
Weiterer Inhalt	Preface; Contents; Introduction; 1: Integrated Marketing Communications (IMC); 1.1 Event Marketing; 2: Booth Staff Behaviour; 2.1 Various Participants at a Trade Show; 2.1.1 Product Lifecycles and Giveaways; 2.1.2 Technological Aids; 2.1.3 Complaints and Stress at Trade Shows; 2.1.4 International Boothmanship; 2.2 The Exhibitor; 2.3 The External Co-worker: Exhibitor-Appointed Contractors (EAC); 2.4 The Co-exhibitors; 2.5 The Visitors or Attendees; 2.5.1 The Psychology of Waiting and Meeting in the Booth; 2.5.2 Conversation at the Booth (Face-to-Face Marketing). 2.5.3 Body Language in the Booth2.5.4 Booth Tidiness and Organization; 2.6 Organizers, Show Management, Show Owners, Show Promoters, and General Service Contractors (GSC); 2.7 Trade Shows and Trades Unions; 3: Booth Design and Marketing Materials; 3.1 Booth Location; 3.2 Booth Design and Construction; 3.3 Booth Furniture; 3.4 Marketing Materials for the Trade Show; 4: Pre-show Planning; 4.1 Planning the Budget; 4.2 Pre-planning of Sales Promotion and Public Relations; 4.3 Pre-planning for Staff; 5: Post-show Follow-up; 5.1 The Sales Call; 5.2 The Post-show Evaluation. 6: Trade Show Intelligence6.1 Using Focus Groups in Trade Show Intelligence; 6.2 Trade Show Benchmarking; 6.3 Trend Analysis and Forecasting for Trade Shows; 6.4 Questionnaires for Trade Shows; 6.5 Intelligence on Trade Shows; Concluding Remarks on the Future of Trade Shows; Bibliography; Index
Titelhinweis	Druckausg.: ‡Solberg Søilen, Klaus, 1968 - : Exhibit marketing and trade show intelligence
ISBN	ISBN 978-3-642-36793-9
Klassifikation	KJSM
	KJS
	BUS043000
	658.8
	658.87
	HF5410-5417.5
	QP 621
Kurzbeschreibung	Integrated marketing communications -- Booth staff behavior -- Booth design and marketing materials -- Pre-show planning -- Post-show follow-up -- Trade show intelligence
2. Kurzbeschreibung	This book serves as a helpful resource for practitioners as well as students of event marketing. It focuses on successful boothmanship (software) and design (hardware) for trade shows. Companies are starting to realize the importance of trade shows not only as a place to convey or distribute, but also to gather and analyze information. Constantly emerging techniques are making this task easier and more important for companies to stay competitive, but adequate planning and organization still remains a challenge. The book largely focuses on the perspective of competitive intelligence, called Trade Show Intelligence, which emphasizes the importance of information gathering and analysis. A vast range of examples and cases support the main concepts presented. This books aims to assist the reader to successfully plan and organize trade shows. Students taking event marketing courses can use this work as a sourcebook for the principles of successful booth management
1. Schlagwortkette	Event-Marketing
	Messe <Wirtschaft>
	Kommunikation
SWB-Titel-Idn	386844593
Signatur	Springer E-Book
Bemerkungen	Elektronischer Volltext - Campuslizenz
Elektronische Adresse	$uhttp://dx.doi.org/10.1007/978-3-642-36793-9
Internetseite / Link	Volltext
Siehe auch	Volltext
Siehe auch	Cover

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