Motivated by the lack of models that can bring a general preparation formula for developing competitive intelligence in Trade Show, the authors researched in a theoretical database to develop a model that can bring a general vision for a company that wants to start to organize the personnel to gather competitive intelligence in trade show events.          Furthermore, was discovered that not many firms do actually realize the opportunities they have to acquire competitive intelligence in trade shows, that way the model was developed to facilitate the process.         The discovering of the research pointed Socialization as well as relationship building and strengthening were the main channels to acquire information. In addition, Trade Shows create a rich environment where most of the stakeholders are present and also willing to share knowledge and information, creating an even more favorable place to develop this kind of intelligence.         The model presented takes in consideration the company’s stakeholder, and how to allocate personnel in booths and in extensive research around the area, it also classifies the visitors and attendees in different groups, facilitating the organizing process to understand and explore more easily and efficiently the Trade Show. The models also suggest approaches to each group in order to don’t invest resources in an ineffective way.

The book provides a deep insight into the successful organisation, management and marketing of booths at trade shows. By giving practical examples and explanations, Solberg Søilen aims at examining previous research and exploring factors and aspects which can lead, if properly applied, to successful boothmanship. Findings were, that the book is written rather as a guidebook for inexperienced readers in the field of marketing and trade show intelligence. Whereas the exhibiting of marketing is discussed in detail, the topic of “trade show intelligence” is not covered in depth and, thus, the title is rather misleading.Overall, the book is easy to read and follow due to the provided examples, tables and graphs, which enhance the reader’s understanding.