People in Retail: A Customer Focus - Main Topics of Study

  • The process of customer grouping, its methodologies and role in retail operations
  • The importance of customer loyalty in a competitive environment
  • Methods of gaining and maintaining loyalty
  • Elements of customer service linked to customer needs and wants
  • Aspects of customer needs in wider consumer groups
  • Practical application of loyalty theory

 

Recommended Reading

Main Text:

 Principles of Retailing - Fernie, F et al, (2003) - Butterworth-Heinemann.

Alternative Texts and Further Reading:

Retail Marketing Management - Gilbert, D (1999) - FT/Prentice Hall