这本综合性教科书是想要在零售视觉营销领域——该学科结合了营销，创意和设计方面的原理——工作的学生和专业人士必不可少的工具。它涵盖了该行业的各个方面，从橱窗展示到店内区域，以及各种商店，从小商店，快闪店和概念店到大型购物中心，旗舰店和百货公司。本书末尾附有通过经典方法达到的照明，色彩，室内建筑和不同的展示风格等方面以及最前沿的进展，并通过来自世界各地的许多示例对它们进行了说明。这本参考指南将帮助与时尚相关的营销和设计专业的学生以及视觉营销从业者们制定**策略，以引起消费者的注意。它包括基本的销售心理学方面，并描述了视觉营销从业者们可以从事的不同工作。This comprehensive textbook constitutes an essential tool for students and professionals who want to work in the field of visual merchandising in retail, a discipline which combines the principles of marketing, creativity and design. It covers all aspects of the profession, from window display to in-store areas, and all kinds of stores, from small outlets, pop-up shops and concept stores, to shopping malls, flagship shops and department stores. Aspects such as lighting, colour, interior architecture and different display styles, by means of classic approaches as well as the most avant-garde developments are widely referenced and explained in this publication, through many examples from around the world. This reference guide will help fashion related merchandising and design students and visual merchandisers to plan the best strategies to get the consumer s attention. It includes basic sales psychology aspects and describes the different job opportunities there are for visual merchandisers.