Institute of Commercial Management | Qualification Subject

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

Example Candidate Response Booklet

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Recommended Reading

Main Text:

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

Indicative Text:

Alternative Text and Further Reading:

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