Advertising, promotion, and the competitive advantage of interwar British department stores
Bibliographic Data
| ID | 3245535 |
|---|---|
| Authors | Peter Scott (0000-0003-1230-9040, University of Reading), James Walker (0000-0002-2210-1369), James T Walker (0000-0002-3477-0236, University of Reading) |
| Year | 2010 |
| Volume | 63 |
| Issue | 4 |
| Pages | 1105-1128 |
| Publication date | 2010-11-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | The Economic History Review (JOURNAL) |
| Journal identifiers | ISSN: 0013-0117 • E-ISSN: 1468-0289 |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1111/j.1468-0289.2010.00535.x |
| OpenAlex | W1922787718 |
| Language | EN |
| Citations received | 10 |
| References cited | 17 |
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 article 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. We also find considerable policy convergence among stores towards using promotional activity primarily as a means of imprinting a strong institutional brand image in the minds of the consuming public
Advertising · Business · Competition (biology) · Competitive advantage · Convergence (economics) · Economic growth · Economics · Imprinting (psychology) · Marketing mix · Political science · Promotion (chess) · Qualitative analysis · Qualitative research · Sales management · Sales promotion · Sociology · Art History and Market Analysis · Fashion and Cultural Textiles · Law · Marketing · Wine Industry and Tourism
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| Unique citing works | 10 |
|---|---|
| Citations per year | 0,71 |
| Citation span | 2012 - 2023 (12) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 9 |