Skip to main content
Log in

See me, touch me, buy me

  • Practice Paper
  • Published:
Journal of Brand Management Aims and scope Submit manuscript


The paper begins by highlighting the role display and merchandising plays in presenting a brand to customers and identifies the leading market sectors. It seeks to examine how display and merchandising addresses consumers on a psychological level and emphasises its international role. It argues that display and merchandising is an equal and vital part of the marketing mix and examines the benefits it brings to brands.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Subscribe and save

Springer+ Basic
EUR 32.99 /Month
  • Get 10 units per month
  • Download Article/Chapter or Ebook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime
Subscribe now

Buy Now

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Similar content being viewed by others


Additional information

1Charles Kessler is Marketing Director of Kesslers International, Europe's leading designers and manufacturers of Point of Sale display. He graduated from University College Cardiff, and the Sorbonne in Paris, and worked at the BBC before joining Unilever. After working on various brands, including Sure and Impulse Body Spray, he joined Thompson Leeds in New York, specialising in Point of Purchase, where his accounts included Ford Motor Company, Sony and J & B Whisky. Returning to the United Kingdom, he helped build up the family business, with clients including Revlon, Swatch Watches, Barclays Bank and Duracell.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Kessler, C. See me, touch me, buy me. J Brand Manag 2, 100–105 (1994).

Download citation

  • Received:

  • Published:

  • Issue Date:

  • DOI: