Marketing 

This Retail Action Guide is a visual tour of the world of window and in-store display and merchandising. Written by Ken and Frank White -- hardly new kids on the retail bookstore promotional block. This handy new guidebook explores many of the arresting and effective in-store sales support techniques and ideas used by the best stores to stand out from the crowd and create win-win situations in their local markets. Illustrated with more than 300 visual color illustrations, the Guide begins with the basics of display and visual merchandising and moves on to the design of show windows. Next it expores designing for emotional appeal and integrating balance, focus, and harmony into displays. There are chapters that deal with new twists on lighting and color, show-window backings, props, and accessories. Beginners and seasoned booksellers will find the chapters dealing with displaying, staging displays, signs and directories, interior display, and store fixtures particularly helpful to planning and repositioning their marketing, promotion, and sales plans. Now it's easy to put the selling power of display and visual merchandising to work for you. Chapters dealing with specialty merchandising, cafes and coffeehouses, and improvisation open a world of new possibilities for any budget. The final chapter describes where to get the help you may need--if and when you need it--and how to become an outrageous success story! - from Amzon