Promotional Information

Guides readers through an accessible step-by-step process for devising their retail marketing and merchandising strategy Provides solutions to a range of visual merchandising dilemmas Identifies ways to get an advantage over the competition

Table of Contents

• • Chapter - 00: Introduction;
• Section - ONE: Fighting the war at retail;
• • Chapter - 01: Getting ready for battle;
  • Chapter - 02: Skill set of your management team;
  • Chapter - 03: Mastering the fundamentals of warfare;
• Section - TWO: Planning and initiating your battle strategy;
• • Chapter - 04: Components of your strategy;
  • Chapter - 05: Preparing for combat;
  • Chapter - 06: Training your troops;
  • Chapter - 07: Planning your combat strategy;
• Section - THREE: Executing the strategy;
• • Chapter - 08: Communicating and monitoring the strategic plan;
  • Chapter - 09: Planning and executing tactics and special projects

About the Author

Paul J Russell is a results-oriented visual merchandising and retail-marketing executive, with a comprehensive background in developing and executing integrated consumer-focused programmes for manufacturers such as Williamson-Dickie Clothing MFG, Adidas America and Reebok International. He has developed award-winning concepts for Super Bowl XXXI, The Reebok Cup and the Olympic Games and has provided consulting services to speciality retailers such as Universal Studios, Hansgrohe Inc, Jos A Bank Clothiers and Britches of Georgetown. Paul serves on the Manufacturers Advisory Council for the World Alliance for Retail Excellence and Standards.

Reviews

"At the end of the 10,000-mile supply chain, it all comes down to the final six feet. This is where visual merchandising takes over. And this is where Paul Russell's Field Visual Merchandising is the essential guide."
*David Katz, Executive Vice President & Global Chief Marketing Officer at Randa Accessories*

"Russell is clearly a details man. And that is what makes this book so good. He spells out step by step what you need to do to ensure that a £20 store visit by a field sales merchandiser adds value."
*BetterRetailing.com*

"This is a great map book for excellent display - and if you are in the market for such a guide, I warmly recommend it."
*Retail Express*

"a practical merchandising book that can help us all be better retailers"
*John Stanley*

"Nothing is left to chance in this information-packed, yet slim volume. Mixing best practice and real world experience, this could be required reading for even the most junior of retail employees. Will serve its professional audience well."
*Darren Ingram, Darren Ingram Media*