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This report takes into account that business-to-business exhibitions are versatile and serve many business objectives. It lists 99 reasons why organizations choose to exhibit. Author Siskind advocates following a management approach that allows a tighter focus when exhibiting that supports an organization’s top priorities, a way to quantify what success looks like to use as performance metrics.

The report includes the following steps to follow:

  1. Importance of Defining Objectives
  2. Quantifying Your Objectives
  3. Define Metrics to Assess Outcome of Exhibiting to Stated Objectives
  4. Be Realistic About Your Objectives
  5. Establish Benchmarks


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