Education, Not Entertainment

As a 25-year veteran of the pharmaceutical meetings industry, Carol Krugman, CMP, CMM, is familiar with the perception that many meeting professionals have of event marketing — that it's about glitz and parties and that it's not their bailiwick. That may have been true a few years ago, she says, but not anymore.

“Event marketing is our world now,” she says. “It is definitely our world in the future. If we don't embrace it and adapt to the extraordinary changes going on in the meetings

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