Misplaced marketing Training book for the new store clerk: “Go and be charming!”

Abstract

Notes that even large organizations report reductions in time or budgets allocated to employee training. Points out that, as a result, customer‐contact people do not acquire a marketing perspective of satisfying different groups of customers and are often only able to serve effectively the smaller group of people just like themselves. Considers various situations where differences in race can lead to unsatisfactory customer service and concludes that charm does not compensate for insensitive actions.

Citation

Rotfeld, H.J. (2002), "Misplaced marketing Training book for the new store clerk: “Go and be charming!”", Journal of Consumer Marketing, Vol. 19 No. 3, pp. 185-187. https://doi.org/10.1108/07363760210433096