Book Short: Great Marketing Checklists Trade Show and Event Marketing: Plan, Promote, and Profit, by our direct marketing colleague Ruth Stevens, is hardly a page-turner, but it is a great read and well worth the money for anyone in your B2B marketing department. That’s true as much for the event marketing specialist as the marketing generalist. The author brings a very ROI-focused approach to planning and executing events – whether big trade shows or smaller corporate events, which are becoming increasingly popular in recent years for cost, focus, and control reasons. But beyond events, the book has a number of excellent checklists that are more general for marketers that I found quite useful both as a reminder of things we…