Experts call for marketing shake-up

<p>The book industry is wasting its marketing spend on campaigns that are failing to reach consumers, marketing experts have warned.</p><p>Emilie Coles, account director at research consultancy ID Magasin, told booksellers and publishers at a &quot;Consumer Psychology and Retail Science&quot; session on Monday that they must re-evaluate instore marketing strategies to ensure customers are being targeted at their most receptive.</p><p>Poster campaigns in store car parks, shop windows and the immediate front of store are often poor value for money as shoppers are too focused on getting in sto...

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