Book profiles


Karin Zaghi

Visual Merchandising

In-store Communication to Enhance Brand Equity Value


Why a book on Visual Merchandising? Because Visual Merchandising gives substance to something that has to change its very essence: the store. The rise of new communication artifacts in today’s multichannel context means that the store needs to transform its role and its methods for interacting with both customers and producers. The store has to offer value through proactive interaction with its customers. If value in the store visit lies in living an experience, regardless of making a purchase, Visual Merchandising lays the groundwork for that experience. This book is for people who deal with communication – for the store and in the store – distributors, agencies, and university students in Master’s programs, along with all those interested in Marketing, Communication, or Retailing.


Pages: 360

Trade Paper: ISBN 9788885486416; $69,95



Karin Zaghi is SDA Professor of Marketing and Sales at SDA Bocconi School of Management where since 2017 she is in charge of the Channel & Retail Category. She is Professor of Marketing at Bocconi University.