This book is part of the "Exhibition People" series, created for exhibition professionals. It serves the growth of exhibition professionals and prosperity of the exhibition industry. The role models for exhibition professionals are innovative composite talents. On one hand, this is because the exhibition industry is brand-intensive, knowledge-intensive and technology-intensive, requiring professionals to become experts in brand markets and management, equipped with knowledge of branded products and specialized services and industry markets, and able to apply various modern technologies to create a space for brand display, expression, understanding and communication. On the other hand, modern exhibitions face a globalized environment with resources coming mainly from the world market, thus inherently requiring internationalization, branding and scale. Modern exhibitions are the focus of innovation and creativity across all industries and fields. Brands gather and display communication here, placing requirements of daring to and being good at leading innovation and creativity for the exhibitions themselves.
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