In the News
Defying the Trade Show Conundrum
March 16, 2008 • The Customer Collective • By Marc Hausman
Corporate marketing executives often acknowledge their inability to clearly measure the return on investment from their programs. That’s why there is a cliché in the industry that half of the marketing budget wasted. The problem is no one knows which half. This is especially true when it comes to a company’s participation at a major industry conference or trade show.