Abstract
The article discusses the main marketing elements: its purpose, objectives, general and specific principles and rules, as well as its levels.The author's definition of the term «merchandising» is given. It has been established that the use of merchandising in retail trade has an economic and social effect, as it allows not only to increase the efficiency of financial and economic activities, but also brings significant benefits to consumers, which makes it possible to attribute merchandising to innovative marketing communications. The practice of applying the principles and rules of merchandising in one of the chain stores in Moscow is considered.
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