oa Journal of Marketing - Research : world cup secrets

Volume 2010, Issue 02
  • ISSN : 1811-9565



Last year, there was a lovely newspaper poster : "Eskom surprised by winter". This headline came to mind recently but it would have read, "Retailers, marketers surprised by Christmas". Harsh? Maybe, but I was struck by how often an item - advertised on TV - was out of stock with no re-supply before Christmas : a signal failure of the entire marketing effort in a year when the festive season was a lifeline.

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