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| Author: | Buttle, F. |
| Title: | Can you afford to ignore merchandising. |
| Journal: | Management Decision
1987 : VOL. 25:6, p. 14-17 |
| Index terms: | RETAILING SALES METHODS CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | Merchandising is any form of in-store promotion, other than personal selling. It has been called "the silent salesman". Alongside public relations and advertising, merchandising offers a cost-effective way of creating additional sales. It can play a vital part in the promotional activities of both retailers and manufacturers. It works by maximizing the promotional possibilities of the point of sale, whether retail store or showroom. Various promotion and merchandising strategies are examined. Examples are used to illustrate how merchandising techniques can be employed. Manipulation of traffic flow, point of sale displays and store design are shown to be important factors in drawing customers into stores. |
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