Merck & Co., Inc.

A Q&A with John Pender, Director of Retail Promotions, Schering-Plough HealthCare Products, Berkeley Heights, N.J.

As the line between mass and prestige cosmetics continues to blur, less saturated beauty markets are being targeted to build sales.

There's no denying that the P-O-P industry is in a mode of mergers and acquisitions. What is not clear is what form consolidations will take and what the industry will look like when the shakeup is complete.

Communication keeps P-O-P projects on target, from initial brainstorming to in-store placement.

And you thought just designing an effective P-O-P display was the hard part -- logistical issues present marketers with a whole other set of challenges.

At Schering-Plough HealthCare Products, organization is good merchandising medicine

Product marketers are responding to demands for customized P-O-P by getting to know big-box retailers and learning to work within limits