Strategic Trade Show Success

In 1979, it became apparent that, if we, like many other organizations, were to commit an overwhelming majority of our marketing communication budget to exhibiting, then we should do it more thoughtfully, with more deliberation, and in a more focused, strategic manner.

The concepts and ideas that are expressed in this text have been developed over the past four decades of hands-on management experience, and hundreds of trade shows through our Marketech 360 work.