Machnev E. V. Entertainment. Creative in retail. - St. Petersburg: Peter, 2005. - 208 p.: ill. — (Series “Sales at 100%). ISBN 5-469-00603-4 “Entertainment” is the latest Russian concept of changing the forms and content of retail trade, aimed at increasing sales, ensuring customer loyalty and expanding the target audience using non-price competition methods. The concept was the result of the integration of modern psychological, marketing, management and communication methods used in the retail industry. You will find in the book not only examples from the life of large supermarkets and “advanced” boutiques, but also ideas born in a small auto parts store, in a food pavilion or a basement audio and video cassette store. The main thing is that these are Russian examples that have proven their viability precisely in our conditions, examples that, unlike Western experience, do not require risky adaptation and no less risky costs. The book is intended for everyone whose professional interests are related to retail trade: owners and top managers of stores with any assortment, marketers, middle managers and personnel directly involved in the purchase and sale process.BBK 65.9(2)42-803 UDC 658.87