Publisher's Synopsis
Shows from One Country to the Next is a guidebook to help recalculate your thinking when marketing in multiple countries.
"Trade Shows from One Country to the Next" delves into international marketing differences, with a focus specifically on global trade shows. Rather than concentrate on details about marketing, this book focuses on the needed adjustments that need be made, physically and culturally, when presenting your products and services at an international trade show. Although dedicated to trade show design and regulations, much of the information in this book speaks to effective communication skills that are required when spending a week or less marketing your services abroad.
This book will not only appeal to exhibit managers, show organizers, venues and exhibit suppliers, but to those who market anything outside of their country of origin.
Effective communication is the key! There is no right way, there is no wrong way, there is only a different way! Understand and respect what is different, and you are on your way to success with international marketing.
Larry Kulchawik has served in the trade marketing industry for 45 years. As the first American president of IFES (International Federation of Exposition Services) he has met trade show supplier experts from around the world who have shared their opinions about achieving trade show marketing success in their countries.
