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TRADE SHOW AND EVENT MARKETING Hardcover – February 18, 2005
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"Do your homework! Trade shows are expensive and time-consuming. Instead of just winging it, consider this practical, nuts and bolts approach to maximizing your return on investment."
"Finally, a definitive and comprehensive guide to the strategic use and measurement of trade shows and events written specifically for the sales and marketing exec. Long overdue…."
"…Anyone who wants to improve marketing productivity and effectiveness needs to keep this great reference handy for repeated use."
"Extremely useful advice (backed up by data) on the strategy of trade show marketing…. Few books give you this thorough a strategic overview…. "
"…filled with great ideas and practical advice that will maximize your effectiveness at trade shows, where the selling, prospecting and relationship-building possibilities are endless."
About the Author
Ruth P. Stevens consults on customer acquisition and retention for both consumer and business-to-business clients. She began her career in 1986 at Time Warner, where she spent seven years in marketing, new business development, and general management at Book-of-the-Month Club and Time-Life Books. She then joined Ziff-Davis as Vice President of Marketing for Computer Library, the electronic publishing division, and then spent three years in direct marketing management at IBM. Crain¿s BtoB magazine named Stevens one of the 100 Most Influential People in Business Marketing in 2002. Stevens also serves on the boards of the Direct Marketing Idea Exchange and the Direct Marketing Club of New York and is past chair of the Business-to-Business Council of the Direct Marketing Association. She is the author of The DMA Lead Generation Handbook, published in May 2002, a well as numerous articles in the business trade press. She has taught at New York University and teaches marketing to graduate students at Columbia Business School. Reach her at email@example.com.
Top customer reviews
Having read the book I am more confident in handling events in a systematic and thoughtful way :)
But if you want to turn a trade show appearance into a truly special corporate event, author Ruth Stevens has a game plan for you. Her book includes sample budgets, case studies, expense spread sheets, lead generation forms, checklists, survey ideas and a great appendix listing sources of additional information. It explains everything you need to know about the opportunities that trade shows offer and how you can use them to advance your marketing goals. We highly recommend this book to marketing managers of business-to-business companies who want to start getting solid returns from special events.
As a direct marketer who is involved with event and trade show marketing, I found this book helpful for developing strategic approaches to event marketing. Ruth Stevens has a couple of objectives in this book to help business marketers:
1. Make trade shows and corporate events a valuable and effective part of their entire go-to-market strategies.
2. Manage their business event investments in a way that provides demonstrable ROI.
This book is a must for any event marketer. If you are looking for something that hits both strategy and gets into some helpful tactics than this book is for you. I highly recommend it.
Review by: Adam Platts, Northridge