Larry Kulchawik, a tradeshow marketing expert and industry leader, will release his first book on international exhibiting in late March 2015. “Trade Shows from One Country to the Next” is a comprehensive guide to recalculating one’s thinking when marketing in multiple countries.
A study that delves into international marketing with a focus specifically on global differences and distinctions, the book addresses needed adjustments – mental, physical, and cultural differences – when marketing a product/service through tradeshows across the world.
“The book provides a quick profile about doing tradeshow marketing in different countries. This is not a travel guide but surely deals with marketing concerns (beyond tradeshows) when traveling anywhere in the world,” described Kulchawik. “The book is intended to appeal to exhibit managers, organizers and exhibit design suppliers anywhere in the world. Nearly all major companies in the world market themselves in part through tradeshows. Many people are responsible for this costly investment. You do not want to step in quicksand.”
Published by New York City-based Page Publishing, Larry Kulchawik’s new book is a tome of knowledge garnered from years of professional experience and global experts at the cutting edge of tradeshow marketing and management.
Although dedicated to tradeshow exhibit rules, architecture and behavior, the book also speaks to effective communication skills required for representatives spending a week or less marketing a product in a foreign country.
After 43 years in the international tradeshow arena, the author shares his thoughts and the comments obtained from worldwide experts. Additional information for the second edition is presently being collected to keep the book’s data current and accurate.
“No one person or company is the expert everywhere in the world. A respect and understanding of local thinking is very important. There is no right way or wrong way; there is only a different way,” Kulchawik added. “This book will appeal to not only exhibit managers, show organizers, venues and exhibit suppliers, but to those who market anything on a global scale. Effective communication is key!”
Readers who wish to experience this insightful work can purchase “Trade Shows from One Country to the Next” at bookstores everywhere, or online at the Apple iTunes store, Amazon, Google Play, or Barnes & Noble.