How much (electronic) ink have I spilled holding forth about savings and compliance being the rationales for the establishment of a meetings management program? Too much to quantify! But was I right? Well, at the time I wrote all those articles, opinion pieces, e-books, presentations, etc., I was probably right. But lately I’m hearing that a new rationale for meetings management is not only emerging, but is moving to the forefront: brand management. Not only is the rationale changing, ...

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