POP - In-store communication in practice

The first comprehensive Czech publication dedicated to POP or in-store communication is intended for beginners and more experienced trade marketing managers, key account and brand managers, employees of retail chains, small and medium-sized retailers, marketing students and others interested in this attractive area of marketing communication. The book is unique in that it draws on the experience and knowledge of the local Czech market, builds on research, provides practical examples, opinions and valuable information from experienced experts active in the field. It focuses on POP in the context of marketing communications, deals with the measurement of POP effectiveness and the results of the measurements, provides a public view of the means of communication at the point of sale, offers a view of POP abroad, brings back the past, the present and future of point-of-sale marketing, focuses on the role and future of design in POP activities, consumer psychology at the point of sale and other topics related to the field, which plays an increasingly important role
a more important role in communication with customers.