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The POPAI Textbook
In it's revised fourth edition, Point of Purchase Advertising International (POPAI) has assembled thought leaders from across the industry to share knowledge and insights around the most effective marketing medium available today - marketing at retail. The goal of this book is to disseminate knowledge acquire from leading academics and practitioners in order to ensure the enhancement of competence at all levels of the marketing at retail industry. In this book you will find a complete overview of how marketing at retail plays a critical role in driving sales by engaging and influencing shoppers. In a highly readable format it explains how to create, plan, and execute a complete marketing at retail program. When you consider that 76 percent of all purchase decisions are made in-store by shoppers when they enter the retail environment, you will understand how important marketing at retail has become in the global economy.
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