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See me, touch me, buy me

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Abstract

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.

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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.

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Kessler, C. See me, touch me, buy me. J Brand Manag 2, 100–105 (1994). https://doi.org/10.1057/bm.1994.38

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  • DOI: https://doi.org/10.1057/bm.1994.38

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