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- Title
How to Win or Lose Sales at the Point of Purchase.
- Authors
McMurry, Robert N.
- Abstract
A noted marketing consultant spots some serious flaws in the selling of "big-ticket" items. Using an actual case history, he shows why better research into point-of-purchase influences is needed. Special techniques uncover the real reasons why, once they are in the dealer's place of business, many people do not buy. Understanding buyers' motives, doubts, fears, and anxieties helps the manufacturer to assure a better buying climate at the point of purchase and to increase sales.
- Subjects
POINT-of-sale advertising; MERCHANDISING; DURABLE consumer goods; CONSUMER attitudes; PRODUCT acceptance; CONSUMER preferences; CONSUMER behavior; DISPLAY of merchandise; HOUSEHOLD appliances; MARKETING research; SHOPPING; MARKETING consultants; MARKETING
- Publication
Journal of Marketing, 1959, Vol 24, Issue 1, p41
- ISSN
0022-2429
- Publication type
Article
- DOI
10.2307/1249364