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The British Commercial Gas Association, the Gas Light and Coke Company and content marketing in interwar Britain
Dados Bibliográficos
| ID | 8420179 |
|---|---|
| Autores | Michael Heller (0009-0007-3299-1047, Newcastle Business School, Northumbria University, autor correspondente), Gurdeep Kohli (Brunel Business School, Brunel University), Gurdeep Singh Kohli (Brunel University of London), Koko Kondo (0000-0002-2496-0239, University of Westminster), Kaoruko Kondo (Westminster Business School, University of Westminster) |
| Ano | 2025 |
| Volume | 67 |
| Fascículo | 8 |
| Páginas | 2080-2104 |
| Data de publicação | 2025-11-17 |
| Peer Reviewed | Sim |
| Open Access | Sim |
| Tipo | ARTICLE |
| Periódico | Business History (JOURNAL) |
| Identificadores do periódico | ISSN: 0007-6791 • E-ISSN: 1743-7938 |
| Editora | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/00076791.2024.2401404 |
| OpenAlex | W4403025368 |
| Idioma | EN |
| Referências citadas | 32 |
Content marketing involves the production of creative content by organisations to engage and develop relations with consumers. It has been practiced since at least the eighteenth century. Despite its longevity, there has been no detailed historical study of content marketing. This article seeks to fill this lacuna by examining the use of content marketing by the British gas industry in the interwar period (1918–1939). During this period, the gas industry faced fierce competition from electricity. It responded with the development of content. This included print, music, films, showrooms, exhibitions, cookery demonstrations and public housing. This paper will provide a historic case study of this content marketing. Through publicity and public relations, this content was consciously and strategically used by the gas sector alongside advertising, distribution, and sales. It was used to influence public opinion, reinforce advertising, and build a brand for the gas industry
Association (psychology · Business · Coke · Commerce · Economic history · Economics · Economy · Political science · Waste management · Australian History and Society · Engineering · Political and Economic history of UK and US · World Wars: History, Literature, and Impact
The Market Makers
The Toadstool Millionaires
Creating the Corporate Soul
Research Strategies for Organizational History
Imperialism and Popular Culture
Exchange Cards
Mammy the Huckster
Cathedrals of Consumption? Provincial Department Stores in England, c.1880–1930
Delectable North Wales” and Stakeholders
The National Insurance Acts 1911-1947, the Approved Societies and the Prudential Assurance Company
The Toadstool Millionaires
The History of the Gas Light and Coke Company 1812-1949
Advertisers and American Broadcasting
The development of integrated marketing communications at the British General Post Office, 1931–39
Trademarks, brands, and competitiveness
Public relations and the making of modern Britain
Adding Value
Institutionalized Organizations
| Velocidade de citação | historical |
|---|---|
| Altamente citado | Não |