Tiffany Griffin at International Truck and Engine

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Uploaded by on Mar 3, 2009

Tiffany Griffin describes her IMC Summer Residency working with International Truck and Engine's Experiential Marketing department. Tiffany identified strengths and weaknesses in International's current trade show practice, analyze the attendee database and then developed a strategy for trade show planning and execution. After developing that strategy, she categorized shows as either brand- or sales-focused, and then segmented shows based key value drivers she created.

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