Developing customer relationships through Fair Trade: a case study from the retail market in the UK
Abstract
Looks at the so‐called 7Ps of the retail market in the United Kingdom: product, price, place, promotion, people, process and physical evidence, along with customer service. Looks to address the issues of produce, placement, ethics and parasocial relationships, via a study of Fair Trade products in the UK retail marketplace. Defines what Fair Trade products are and how they are marketed in the UK. Sums up that it is in both retailers’ and consumers’ interests to build relationships with the growing Fair Trade ranges.
Keywords
Citation
Jones, P., Comfort, D. and Hillier, D. (2004), "Developing customer relationships through Fair Trade: a case study from the retail market in the UK", Management Research News, Vol. 27 No. 3, pp. 77-87. https://doi.org/10.1108/01409170410784130
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited