AMR’s Denzil Rankine takes a look at the evolving exhibition industry. We all know that the exhibition business model is changing.  The customers might look the same, but their expectations are transformed in this digital age. But not everyone is clear about how organisers should evolve from the status quo. A common mistake is for organisers to see the tradeshow as the purpose. It’s not. It’s a tool, one of many that allow buyers an...