Think stand, not booth. Think fair, not show. And be ready to do business. When in Rome do as the Romans do, and when exhibiting in Europe, a continent with a long and rich history of trade fairs, it is essential to do as the Europeans do. Understanding differences in the culture, standards, and timing involved will help U.S. exhibit managers not only in planning and executing better programs in the expanding European marketplace, but in finding it a more enjoyable experience as well. ...

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