Richard West

Richard joined WBS in 2002 and is a senior lecturer in marketing and module leader for the undergraduate module, Theory and Practice of Business and the postgraduate module Sales Promotion and Management. With over twenty years industry experience in marketing, he combines maketing consultancy with teaching and research. Recent consultancy projects include developing a membership and customer loyalty scheme for a large international arts organisation whilst ongoing academic research includes evaluating the impact of pre-payment methods on consumer buying behaviour and retailing strategies.