In many countries around the globe, trade shows and exhibitions are among the most important sales and communication tools. This book on trade show management provides an in-depth overview on all aspects of this fascinating topic, seen from the angle of researchers, trade show organizers, exhibitors, associations and trade show service providers. The articles in this book focus on the challenging strategic and operational decisions required by trade show management. Questions relating to the planning, realization and monitoring of trade shows are discussed by expert contributors from a variety of countries, exploring the perspectives of both organizers and exhibitors.
In a total of 79 articles, respected authors address all the key issues important for trade show, congress and event management, including:
- The historic development of trade shows
- Requirements in terms of infrastructure and location
- Country-specific peculiarities of trade show management
- Tradeshow market research
- Product development strategies
- Strategic alliances, collaborative ventures and networks
- Project management
- Trade show controlling
- Event, congress and service management by trade show companies
- Managing exhibitors and visitors
New angles, innovative solutions and recommended courses of action are provided for every key link in the trade show management decision chain. How trade show strategies can be implemented successfully is illustrated by numerous real-world examples.
Trade Show Management is an outstanding and singularly practical reference work for all managers in the trade show industry and in related service segments. It also provides a solid foundation for all exhibitors and visitors concerned with trade show participation, as well as for politicians, public officials and associations dealing with the trade show industry. Scientists and students alike will find this a very well researched and highly practical aid.
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Extensive overview of all aspects of trade show and convention management from the perspective of scientists, operators, exhibitors, associations and service contractors. The articles especially focus on strategic and operative decision making problems. The reader gains perspectives, approaches to solutions and recommendations on the whole process in decision making.
The conceptualization of succesful trade shows and conventions is demonstrated by numerous best practices.