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

Author

Listed:
  • 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.

Suggested Citation

  • Peter Scott & James Walker, 2008. "Advertising, promotion, and the competitive advantage of interwar UK department stores," Economics & Management Discussion Papers em-dp2008-56, Henley Business School, Reading University.
  • Handle: RePEc:rdg:emxxdp:em-dp2008-56
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    Keywords

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

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