Advertising, promotion, and the competitive advantage of interwar UK department stores
AbstractPromotional activity proved key to the success of department stores in fending off competition from the expanding chain stores by drawing in customers to their large, central, premises. This paper uses a combination of quantitative and qualitative archival data to examine the promotional methods of interwar British department stores, variations in the promotional mix between types of store, and returns to promotional activities. A number of distinct regional promotional strategies are identified, shaped by variations in the types of consumer markets served. Meanwhile there was considerable policy convergence among stores towards using promotional activity primarily as a means of imprinting a strong institutionalrand image in the minds of the consuming public.
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Bibliographic InfoPaper provided by Henley Business School, Reading University in its series Economics & Management Discussion Papers with number em-dp2008-56.
Length: 41 pages
Date of creation: 20 Apr 2008
Date of revision:
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advertising; promotion; mail order; retailing; department stores;
This paper has been announced in the following NEP Reports:
- NEP-ALL-2009-01-17 (All new papers)
- NEP-HIS-2009-01-17 (Business, Economic & Financial History)
- NEP-MKT-2009-01-17 (Marketing)
You can help add them by filling out this form.
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