Tackling different aspects of exhibiting at trade shows, and written in co-operation with Reed Exhibition Companies (REC), this is a guide for all those keen to maximize the return on their investment in exhibitions. More and more people are realizing that exhibitions are an powerful and versatile tool for achieving a wide range of business objectives. The book aims to make it possible for all potential exhibitors - from the largest multi-national to the one-person operation trying to get a foothold in a specialized market - to use tried and tested principles of planning, running and following-up exhibitions for lasting advantage. It also includes case studies of a range of real companies, bringing the principles laid out in the book into a practical context.
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