An evaluation of a sales training programme in a retailing environment |
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| Authors: | Peter Doyle David Cook |
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| Affiliation: | Management Centre, University of Bradford, Bradford, West Yorkshire, BD9 4JL United Kingdom |
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| Abstract: | The effectiveness of a proposed sales training programme by a major High Street retailer is assessed using an experimental design which matches test and control stores and measures performance before and after training. The paper also discusses the significance of such programmes in today's shopping environment and the potential of experimentation in retailing. |
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