Trade Show Management

Beschreibung

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
- Trade show 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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For many centuries, exhibitions and trade shows have been a crucial tool of sales and communication all over the world. Premier international trade shows had firmly estab lished themselves in Western Europe and the USA by the mid-1900s. Recent events in this century reflect the heightened significance of the fast-growing, forward-looking markets of Asia and Eastern Europe. The advance of globalisation and rapid develop ments in media technology are presenting new challenges to trade show companies and to the exhibitors and visitors who actively make use of this communication tool. As this happens, the activities involved in managing trade shows, congresses and similar events become ever more closely intertwined. Although there is certainly no paucity of literature on "service management" at both either the national or international Ievel, it is astanishing to note how little has yet been written about the management of trade shows per se. Back in 2003, this realization inspired us to compile and publish the original Handbook of Trade Show Management in Germany (and in the German language). Scholarsand practitioners alike contributed their views on the subject. In response to positive feedback and a plethora of inquiries from abroad, we have now taken the step of publishing this international edition, inviting numerous authors who contributed to the German edition to share, along with additional international experts, to share in this undertaking.
Efficient planning, implementing and controlling of trade shows, conventions and events
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.

Autor*in

Manfred Kirchgeorg

Themen in »Trade Show Management«

Congress Management Convention Management Event Management Live Communication Marketing

Stimmen zu »Trade Show Management«

"Zudem werden erfolgreiche Messekonzepte in der Umsetzung vorgestellt." EuroCargo, 05/2004

"Ein praktisches Nachschlagewerk für Führungskräfte im Messewesen sowie in messenahen Servicebereichen." acquisa, 04/2004

"Einen umfassenden Überblick zu allen Bereichen des Messewesens (...)."
Impulse, 03/2004

"Wissenschaftler und Studierende erhalten einen fundierten und anwendungsorientierten Einblick." AUMA-Compact, 02/2004

"Dieses Handbuch liefert einen umfassenden Überblick über alle Bereiche des Messemanagement aus Sicht von Wissenschaftlern, Messeveranstaltern, Ausstellern, Verbänden und Messedienstleistern." Pharma Marketing Journal, 02/2004




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