IDEAS home Printed from https://ideas.repec.org/a/cup/jechis/v71y2011i01p40-69_00.html
   My bibliography  Save this article

Sales and Advertising Expenditure for Interwar American Department Stores

Author

Listed:
  • Scott, Peter M.
  • Walker, James

Abstract

Department stores represented one of the most advertising-intensive sectors of American interwar retailing. Yet it has been argued that a competitive spiral of high advertising spending, to match the challenge of other local department stores, contributed to an inflation of operating costs that eroded long-term competitiveness. We test these claims, using both qualitative archival data and establishment-level national data sets. The quantitative analysis confirms that the relationship between advertising expenditure and sales deteriorated markedly over the period, but indicates that the growing negative impact of retaliatory advertising by rival department stores was less important than contemporaries perceived.

Suggested Citation

  • Scott, Peter M. & Walker, James, 2011. "Sales and Advertising Expenditure for Interwar American Department Stores," The Journal of Economic History, Cambridge University Press, vol. 71(01), pages 40-69, March.
  • Handle: RePEc:cup:jechis:v:71:y:2011:i:01:p:40-69_00
    as

    Download full text from publisher

    File URL: http://journals.cambridge.org/abstract_S0022050711000027
    File Function: link to article abstract page
    Download Restriction: no

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Emek Basker & Chris Vickers & Nicolas L. Ziebarth, 2018. "Competition, Productivity, and Survival of Grocery Stores in the Great Depression," Working Papers 18-24, Center for Economic Studies, U.S. Census Bureau.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cup:jechis:v:71:y:2011:i:01:p:40-69_00. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Keith Waters). General contact details of provider: http://journals.cambridge.org/jid_JEH .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.