Exhibit Marketing and Trade Show Intelligence

1. Front Matter

   Pages i-xli

   PDF

2. Integrated Marketing Communications (IMC)

   • Klaus Solberg Søilen

   Pages 1-13

3. Booth Staff Behaviour

   • Klaus Solberg Søilen

   Pages 15-79

4. Booth Design and Marketing Materials

   • Klaus Solberg Søilen

   Pages 81-107

5. Pre-show Planning

   • Klaus Solberg Søilen

   Pages 109-122

6. Post-show Follow-up

   • Klaus Solberg Søilen

   Pages 123-126

7. Trade Show Intelligence

   • Klaus Solberg Søilen

   Pages 127-136

8. Back Matter

   Pages 137-150

   PDF

"Exhibition organizers and venue managers must have a thorough knowledge of their customers and they must be very close to the industries they serve. We must react rapidly to their changing needs and even be ahead of the curve in providing the tools and services which they’ll need to successfully meet their business objectives.  This book, Exhibit Marketing and Trade Show Intelligence, will assist all those in the exhibition industry to stay on top of trends and changes as we work to improve our customer’s ROI and at the same time strengthen our own bottom line."

 

Paul Woodward

Managing Director

UFI, the Global Association of the Exhibition Industry

 

"The Exhibit and Event industry has been rapidly expanding over the past several years and offers many global opportunities for a fascinating and rewarding career. Exhibit Marketing & Trade Show Intelligence provides those interested in a career in Exhibit and Event Management a solid foundation on how to become a valuable asset to any organization."

 

Jim Wurm, Executive Director

Exhibit & Event Marketers Association (E2MA)

 

"Dr. Klaus Solberg Søilen's book is a vital handbook for all marketers who work with exhibitions as a marketing tool. The book provides clear and extremely useful recommendations for actions before, under and after the exhibition has taken place".

 

Svend Hollensen, author of "Global Marketing"(Pearson) and Associate Professor of International Marketing at the University of Southern Denmark.

 

• Competitive Intelligence
• Event Marketing
• Exhibit Marketing
• Market Intelligence
• Trade Shows

• , School of Business and Engineering, Halmstad University, Halmstad, Sweden

  Klaus Solberg Søilen

Klaus Solberg Søilen is an Associate Professor at Halmstad University, Sweden. He is the Editor-in-Chief of the Journal of Intelligence Studies in Business (JISIB) and Senior Editor of the International Journal of Innovation Science (IJIS). He has published half a dozen books and numerous scientific articles for journals like Journal of Business Research, European Business Review and Knowledge Organization. Prior to his academic career he worked for ten years in industry, the last three being at KPMG Oslo. He is often invited as a speaker at different professional events and also a consultant to respected organisations.

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