著者コメント

I decided to research and write this book because event marketing is perennially such a large percentage of the typical B2B budget--but few marketers seem to have a clear idea of what they are getting for that money.
Being a trained direct marketer, I thought I could bring some discipline to event marketing strategy and execution.
So my book focuses on setting objectives, applying trade shows and events to their best use, and making sure you have a good pre-show and post-show action plan in place.
Events can be so productive if they are done right.
But so expensive and wasteful if they are not.