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| Preface | |
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| Acknowledgments | |
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| The Visual Merchandising Concept in a Contemporary Environment | |
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| Learning Objectives | |
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| Introduction | |
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| The Visual Merchandiser's World | |
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| Department Stores | |
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| Specialty Chains | |
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| Freelancers | |
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| Creating Effective Visual Presentations | |
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| The Components of Visual Merchandising and Facilities Design | |
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| Store Design | |
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| Mannequins | |
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| Props and Materials | |
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| Lighting | |
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| Graphics and Signage | |
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| Point of Purchase | |
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| Sound Usage | |
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| Visual Merchandising and Store Design Websites | |
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| Other Factors in Visual Merchandising | |
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| Budgeting | |
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| The Safety Factor | |
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| Careers in Visual Merchandising | |
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| Trends in Visual Merchandising | |
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| Terms of the Trade | |
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| Chapter Review | |
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| Key Points in the Chapter | |
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| Discussion Questions | |
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| Case Problems | |
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| Case 1 | |
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| Case 2 | |
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| In the News | |
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| The Know-It-All | |
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| Internet Exercises | |
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| Exercises and Projects | |
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| Planning and Developing Visual Presentations | |
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| Learning Objectives | |
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| Introduction | |
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| Department Store In-House Visual Departments | |
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| The Lord & Taylor Approach | |
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| Ongoing Visual Tasks | |
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| Centralized Visual Merchandising | |
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| The Total Centralized Visual Plan | |
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| Alternate Central Visual Merchandising Plans | |
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| Freelance Arrangements | |
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| Terms of the Trade | |
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| Chapter Review | |
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| Key Points in the Chapter | |
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| Discussion Questions | |
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| Case Problems | |
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| In the News | |
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| Internet Exercise | |
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| Exercises and Projects | |
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| Facilities Design: Exteriors, Interiors, and Fixturing | |
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| Learning Objectives | |
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| Introduction | |
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| Exteriors | |
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| Traditional Storefronts and Window Structures | |
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| Parallel-to-Sidewalk Windows | |
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| Corner Windows | |
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| Open-Back Windows | |
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| Angled Windows | |
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| Arcades | |
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| Islands | |
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| Windowless Windows | |
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| Circular Windows | |
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| Shadow Box Windows | |
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| Architecturally Unique Entranceways | |
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| Interiors | |
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| Fixturing | |
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| Floor Cases | |
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| Wall Cases | |
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| Multipurpose Merchandise Systems | |
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| Island Display Cases and Tables | |
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| Shadow Boxes | |
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| Vitrines | |
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| Show-and-Sell Fixtures | |
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| The Complete Layout | |
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| Terms of the Trade | |
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| Chapter Review | |
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| Key Points in the Chapter | |
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| Discussion Questions | |
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| Case Problems | |
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| In the News | |
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| Doing the Math | |
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| Internet Exercises | |
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| Exercises and Projects | |
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| Mannequins and Other Human Forms | |
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| Learning Objectives | |
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| Introduction | |
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| Types of Mannequins | |
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| Traditional Human Forms | |
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| Ethnic Mannequins | |
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| Stylized Human Forms | |
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| Futuristic Human Forms | |
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| Representational Forms | |
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| Trimmer-Constructed Mannequins | |
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| Component Parts of Mannequins | |
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| Dressing the Mannequin | |
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| Wigs and Makeup | |
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| Wigs | |
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| Makeup | |
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| Other Human Forms | |
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| Purchasing Mannequins and Other Human Forms | |
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| Creating a Mannequin | |
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| Children's Mannequin | |
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| Men's Mannequin | |
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| Women's Mannequin | |
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| Terms of the Trade | |
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| Chapter Review | |
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| Key Points in the Chapter | |
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| Discussion Questions | |
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| Case Problems | |
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| In the News | |
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| Who Was That Lady? | |
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| Internet Exercises | |
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| Exercises and Projects | |
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| Materials, Props, and Tools of the Trade | |
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| Learning Objectives | |
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| Introduction | |
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| Materials | |
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| Construction Boards | |
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| Fabric | |
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| Paper | |
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| Paint | |
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| Carpet | |
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| Wood | |
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| Other Materials | |
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| Props | |
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| Found Objects | |
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| Furniture | |
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| Merchandise Used as Props | |
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| Display House Props | |
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| In-House Construction | |
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| Tools and Accessories | |
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| Terms of the Trade | |
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| Chapter Review | |
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| Key Points in the Chapter | |
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| Discussion Questions | |
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| Case Problems | |
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| In the News | |
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| More than Meets the Eye | |
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| Internet Exercises | |
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| Exercises and Projects | |
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| Principles of Design | |
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| Learning Objectives | |
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| Introduction | |
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| Balance | |
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| Symmetrical Balance | |
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| Asymmetrical Balance | |
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| Emphasis | |
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| Size | |
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| Repetition | |
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| Contrast | |
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| Unique Placement | |
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| Proportion | |
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| Rhythm | |
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| Repetition | |
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| Continuous Line | |
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| Progression | |
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| Radiation | |
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| Alternation | |
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| Harmony | |
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| Terms of the Trade | |
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| Chapter Review | |
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| Key Points in the Chapter | |
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| Discussion Questions | |
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| Case Problems | |
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| In the News | |
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| A Giant on the Cutting Edge: The Freshening of the Mall of America | |
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| Internet Exercises | |
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| Exercises and Projects | |
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| Color: Fundamental Concepts and Applications | |
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| Learning Objectives | |
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| Introduction | |
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| Dimensions of Color | |
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| Hue | |
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| Value | |
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| Intensity | |
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| The Color Wheel | |
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| Color Harmonies | |
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| Monochromatic | |
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| Analogous | |
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| Complementary | |
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| Split Complementary | |
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| Double Complementary | |
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| Triad | |
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| The Neutral Ingredients | |
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| Choosing a Color Scheme | |
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| Psychology of Color | |
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| Warm and Cool Colors | |
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| Advancing and Receding Colors | |
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| The Emotional Effects of Color | |
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| Terms of the Trade | |
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| Chapter Review | |
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| Key Points in the Chapter | |
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| Discussion Questions | |
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| Case Problems | |
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| In the News | |
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| The Color of Retail: A Tint of Technology | |
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| Internet Exercises | |
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| Exercises and Projects | |
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| Lighting: Dramatizing the Selling Floor and Display Areas | |
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| Learning Objectives | |
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| Introduction | |
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| Retailing's Principal Lighting Requirements | |
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| Assessment of Lighting Needs | |
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| Lighting Plans | |
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| General Lighting | |
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| Accent Lighting | |
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| Light Sources | |
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| Fluorescents | |
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| Incandescents | |
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| Fiber-Optic Lighting | |
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| High-Intensity Discharge Bulbs | |
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| Neon | |
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| Halogen | |
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| Low-Voltage Lighting | |
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| Lighting Fixtures and Systems | |
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| Recessed Lighting | |
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| Track Lighting | |
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| Decorative Lighting | |
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| Lighting with Color | |
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| Lighting Accessories | |
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| Light System Acquisition | |
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| Terms of the Trade | |
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| Chapter Review | |
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| Key Points in the Chapter | |
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| Discussion Questions | |
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| Case Problems | |
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| In the News | |
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| Be Very Careful About Your Lighting Specs | |
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| Internet Exercises | |
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| Exercises and Projects | |
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| Themes and Settings for Windows and Interiors | |
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| Learning Objectives | |
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| Introduction | |
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| The Total Environment Philosophy | |
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| Types of Themes | |
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| Seasonal | |
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| Summer | |
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| Fall | |
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| Winter | |
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| Spring | |
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| Holidays | |
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| Creative Themes | |
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| Institutional Themes | |
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| Other Themes and Settings | |
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| Ensemble Displays | |
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| Unit Displays | |
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| Special Events and Promotions | |
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| Terms of the Trade | |
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| Chapter Review | |
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| Key Points in the Chapter | |
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| Discussion Questions | |
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| Case Problems | |
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| In the News | |
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| Manhattan Mickey | |
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| Internet Exercises | |
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| Exercises and Projects | |
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| Energizing the Specialty Boutique | |
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| Learning Objectives | |
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| Introduction | |
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| Color: The "Free" Visual Element | |
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| Low-Cost Lighting | |
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| Display Props | |
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| Merchandise as Props | |
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| Borrowed Props | |
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| Discarded Props | |
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| Alternatives to Traditional Mannequins | |
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| In-House Creations | |
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| Basic Forms | |
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| No-Cost Point-of-Purchase Props | |
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| In-House Signage Production | |
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| Planning the Purchase for Visual Effectiveness | |
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| Terms of the Trade | |
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| Chapter Review | |
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| Key Points in the Chapter | |
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| Discussion Questions | |
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| Case Problems | |
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| In the News | |
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| Light and Lively: How Benetton Turned Up the Voltage in California | |
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| Internet Exercises | |
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| Exercises and Projects | |
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| Signage: The Tool That Tells a Story | |
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| Learning Objectives | |
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| Introduction | |
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| Types of Signs | |
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| Banners | |
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| Wall Signs | |
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| Fixture-Contained Signage | |
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| Valance Signs | |
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| Signs on Glass | |
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| Pennants | |
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| Moving Message Signs | |
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| Track Signage | |
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| Neon Signage | |
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| Simulated Neon Signs | |
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| Sign Materials | |
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| Letter Materials | |
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| In-House Sign Production | |
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| Sign Layout | |
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| Key Points in Creating Signs | |
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| Commercial Sign Sources | |
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| Terms of the Trade | |
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| Chapter Review | |
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| Key Points in the Chapter | |
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| Discussion Questions | |
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| Case Problems | |
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| In the News | |
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| Give Me a Sign | |
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| Internet Exercises | |
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| Exercises and Projects | |
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| Graphics in the Retail Environment | |
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| Learning Objectives | |
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| Introduction | |
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| Graphics Development and Procurement | |
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| Graphic Images | |
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| Original Photography | |
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| Stock Photography | |
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| Stock Agencies | |
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| Classifications of Graphics | |
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| Backlit Transparencies | |
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| Digital Images | |
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| Prismatic Displays | |
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| Motion Displays | |
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| Simulated Neon Graphics | |
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| Light Walls | |
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| Banners | |
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| First-Hand Evaluation of Graphic Technology and Products | |
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| Vendor Headquarters | |
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| Trade Shows | |
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| In-Store Visits | |
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| Maximizing the Effectiveness of Graphic Displays | |
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| Terms of the Trade | |
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| Chapter Review | |
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| Key Points in the Chapter | |
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| Discussion Questions | |
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| Case Problems | |
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| In the News | |
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| Printing Outside the Box | |
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| Internet Exercises | |
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| Exercises and Projects | |
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| Point-of-Purchase Display | |
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| Learning Objectives | |
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| Introduction | |
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| Retail Point-of-Purchase Users | |
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| Mass Merchandisers | |
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| Supermarkets | |
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| Warehouse Clubs | |
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| Pharmacies | |
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| Greeting Card Stores | |
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| Specialty Organizations | |
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| Department Stores | |
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| Major Reasons for Point-of-Purchase Use | |
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| Point-of-Purchase Fixtures | |
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| Interactive Video | |
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| Gondolas | |
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| Closed-Circuit Video | |
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| Motion Creations | |
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| In-Store Shops | |
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| Countertop Cases | |
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| Cardboard Fixtures | |
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| Computer Stations | |
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| Terms of the Trade | |
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| Chapter Review | |
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| Key Points in the Chapter | |
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| Discussion Questions | |
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| Case Problems | |
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| In the News | |
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| The War in a Rack | |
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| Internet Exercises | |
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| Exercises and Projects | |
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| Display Windows as Settings for "Consumer Theater" | |
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| Learning Objectives | |
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| Introduction | |
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| Housekeeping Basics of Visual Merchandising | |
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| Window Display Dilemmas | |
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| Space Considerations | |
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| Merchandise Insufficiency | |
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| Considerations for Effectively Showing the Merchandise | |
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| Creating Effective Displays with Budgetary Restraints | |
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| Considerations for Effective Visual Presentation | |
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| The "Planes" of Visual Presentation | |
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| Terms of the Trade | |
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| Chapter Review | |
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| Key Points in the Chapter | |
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| Discussion Questions | |
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| Case Problems | |
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| In the News | |
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| Go on Green | |
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| Internet Exercises | |
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| Exercises and Projects | |
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| Execution of a Visual Presentation | |
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| Learning Objectives | |
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| Introduction | |
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| Selecting the Merchandise | |
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| Preparing the Merchandise | |
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| Assembling Props and Materials | |
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| Preparing the Display Space | |
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| Selecting Mannequins and Forms | |
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| Preparing the Lighting | |
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| Installing the Display | |
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| Display Sketches | |
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| Graphic Floor Plans | |
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| Developing Specific Displays | |
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| The Spaeth Design Approach | |
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| Terms of the Trade | |
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| Chapter Review | |
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| Key Points in the Chapter | |
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| Discussion Questions | |
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| Case Problems | |
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| In the News | |
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| All Things to All People | |
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| Internet Exercise | |
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| Exercises and Projects | |
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| Creating the Overall Concept: From Conception to Completion | |
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| Learning Objectives | |
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| Introduction | |
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| Ancillary Design Components | |
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| Hangtags | |
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| Packaging | |
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| Logos | |
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| Labels | |
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| Facilities Creation | |
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| Promotional Endeavors | |
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| Marketing Campaigns | |
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| Putting It Together: The Timberland Story | |
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| Terms of the Trade | |
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| Chapter Review | |
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| Key Points in the Chapter | |
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| Discussion Questions | |
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| Case Problems | |
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| In the News | |
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| Mamma Mia! It's a Shop | |
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| Internet Exercises | |
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| Exercises and Projects | |
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| Promotion's Other Components: Advertising, Special Events, and Publicity | |
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| Learning Objectives | |
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| Introduction | |
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| Visual Presentation in Relation to Other Components of Promotion | |
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| Advertising | |
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| The Media | |
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| Classifications of Advertisements | |
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| Cooperative Advertising | |
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| Special Events | |
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| Fashion Shows | |
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| Trunk Shows | |
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| Cosmetic Demonstrations | |
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| Designer and Celebrity Appearances | |
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| Holiday Parades | |
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| Special Sales | |
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| Sampling | |
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| Cooking Demonstrations | |
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| Institutional Events | |
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| Publicity | |
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| The Promotional Campaign | |
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| Terms of the Trade | |
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| Chapter Review | |
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| Key Points in the Chapter | |
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| Discussion Questions | |
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| Case Problems | |
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| In the News | |
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| Live on the London Stage | |
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| Internet Exercises | |
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| Exercises and Projects | |
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| Index | |