Marketing communication at the point of sale

This full-colour publication by a team of renowned authors, active in practice and academia, focuses on the young and increasingly important discipline of commercial communications – marketing communication at the point of sale. This is at the level of individual products and brands, product categories and entire sales environments. The book is very practical, but at the same time draws on many works and researches from all over the world. It is therefore suitable for both practitioners and academics.
The authors discuss the definition and functions of in-store communication in the context of commercial communications, summarize the connections with the overarching disciplines of shopper marketing and category management, and address buying behavior, decision-making, and impulsivity, the understanding of which is behind the creation and implementation of point-of-sale communication activities. The book also summarizes in detail the functionality attributes of POP applications in terms of their placement and multisensory properties. Finally, research strategies and methods and modern approaches, trends and technologies applied in the subject areas are presented.