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Advertising, promotion, and the competitive advantage of interwar UK department stores

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Author Info

  • Peter Scott

    ()
    (Department of Management, University of Reading)

  • James Walker

    ()
    (Department of Management, University of Reading)

Abstract

Promotional 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 Info

Paper provided by Henley Business School, Reading University in its series Economics & Management Discussion Papers with number em-dp2008-56.

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Length: 41 pages
Date of creation: 20 Apr 2008
Date of revision:
Handle: RePEc:rdg:emxxdp:em-dp2008-56

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Postal: PO Box 218, Whiteknights, Reading, Berks, RG6 6AA
Phone: +44 (0) 118 378 8226
Fax: +44 (0) 118 975 0236
Web page: http://www.henley.reading.ac.uk/
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Related research

Keywords: advertising; promotion; mail order; retailing; department stores;

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