ABSTRACT
This chapter examines the value of the merchandising philosophy, describes how retail store’s image is conveyed to consumers by recognizing the importance of retail and lifestyle merchandising in encouraging people to spend and enjoy more time shopping. The chapter covers, among other things, descriptions of store atmosphere and customer service. Promotional activities are reviewed as an integrated process, while placing more emphasis on the description, investigation and identification of the sales promotion tools and their objectives. The reader will be made aware of intriguing aspects of the retail merchandising and sales promotions plan.
