Merchants have always done their utmost to attract the largest number of customers to their shops and encourage them to buy. Now, with the advent of retailing, merchandising has come into play, which involves selection, procurement, assortment, display and related activities. When customer experience began assuming importance, it led to better ambience, lighting, ease of movement, child care facilities and restaurants. This book chronicles the rise of merchandising and details its various aspects. The applications of merchandising are brought out through relevant case studies.
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