Beware the Challenge of the Importers: An Example of the Importers' Advertising Activity in the British Motor Car Market

One economic factor that has shown a consistent trend over the last 30 years, despite varying economic policy, is Britain's lack of competitiveness in industry. This lack of competition is reflected not only in the production aspect of industry but also in the marketing performance. This paper...

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Bibliographic Details
Published in:International journal of advertising 1982-07, Vol.1 (3), p.273-278
Main Author: Johnson, Hugh
Format: Article
Language:English
Subjects:
Advertising
Advertising media
Automobile industry
Competition
Imports
Market shares
Statistical data
Online Access:Get full text
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Summary:One economic factor that has shown a consistent trend over the last 30 years, despite varying economic policy, is Britain's lack of competitiveness in industry. This lack of competition is reflected not only in the production aspect of industry but also in the marketing performance. This paper discusses the issue of the competitiveness of British marketing and uses the example of the motor car industry as a case in point. Within this industry it seems that British marketing aggression has been lacking. Can other industries learn from this example?
ISSN:0265-0487
0261-9903
1759-3948
DOI:10.1080/02650487.1982.11104858