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American companies invest billions of dollars in trade shows each year, and proper planning is criti...
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American companies invest billions of dollars in trade shows each year, and proper planning is critical for success. This comprehensive, easy-to-use book teaches students how to select the right trade shows, set show objectives, design effective displays, and sell on the floor. 60-DAY EXAMINATION ''Our exhibitors who have implemented Steve's formulas and utilized the information in this book have seen a tremendous improvement in their trade show results--in both quantity and quality.'' Gayle Dunlap Manager, Exhibit Services Food Marketing Institute
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