While strolling through one of the many bookstores in my hometown, I was impressed with the number of people shopping for business and task-related books and periodicals. My first thought was that because I live in a University town, everyone is a student or "bookworm". When I looked at the crowd more carefully, I noted that persons of my generation (post-college age) were in the majority.

As I scanned the titles of books being looked at in the business section, a large number were on marketing. "How To" books, books dealing with strategic market plans, paradigm shifts, and of course... new age marketing. Most of the people reviewing these books were updating their skills to better understand and meet the needs of a changing marketplace. What used to be an option for the young and ambitious is now a requirement for survival in a world of downsizing, rightsizing and early buyouts.

My ramblings led me to reflect on some of the changes in marketing techniques over time. We have gone from the horse-and-buggy general store of the Old West to the electronic specialty shops on the Internet. The effort required on the part of consumers has lessened as we attempt to place them in a comfortable, convenient atmosphere to purchase our product or service. Today we can purchase airline tickets and flowers, pay bills, buy securities and even select automobiles with the click of a mouse. Times are definitely changing and those who want to be a part of this marketing revolution must continue to upgrade and increase their value.

Quite naturally, for me, my thoughts turned to the trade show industry. Trade shows have been around for a long time. The first trade show was held, fittingly, on a island which we now call Manhattan. A bunch of businessmen (traders) brought their wares to display to a group of natives. With a little schmoozing, some corn-on-the-cob and a few drinks, the natives got new trinkets from the traders and the traders got a new home.

My, how we've progressed (except for the schmoozing and drinks). Today, goods and services are brought by traders (companies) to display to others with the hope that a sale will be consummated at sometime in the near future.

Unlike the traders of old, today's show-marketer is a bit more sophisticated. Today's trader makes sure the desired message is targeted to a specific market or segment. He knows that anything less than the best may not be good enough to grab the attention of the buyer. He is prepared. No longer does the marketer put wares and literature on a table and invite passersby to take one or buy some. No longer does the pitchman stand on the aisle hawking his wares to anyone who will listen.

Today's professional marketer delivers presentations in many forms. His messages are geared to attract and hold attention. He will use methods that may include magicians and animated characters or quiz shows to get the buyers' attention.

Today's marketer knows his audience... He knows how to reach them, what they want and what they're willing to pay for his product or service.

He has gained all of this knowledge by continuing to monitor the world around him. He knows that his very survival is dependent on the process called... education!