Exhibiting for profit

Abstract

Trade exhibitions have become a multi‐million pound business, with a bewildering array of events taking place in the UK alone. Yet how many companies can claim to be satisfied with the return on cost and effort? Geoffrey Lancaster and Howard Baron carried out a detailed survey at one exhibition. The first part of this article reports on the findings and, using these as a base, the second part is a step‐by‐step guide to efficient exhibition planning, staging and follow‐up.

Citation

(1977), "Exhibiting for profit", Industrial Management, Vol. 77 No. 11, pp. 22-35. https://doi.org/10.1108/eb056806