A promotional contest is like a religious ritual. Marketers can use symbols to convey meaning in satisfying customer needs and achieving marketing goals. Three major elements of a ritual - venue and setting, administrators, and process - can help marketers organize contests that enhance customer loyalty and attract new customers. The model contest discussed here illustrates the application of various recommendations in a real-life scenario.
|Number of pages||8|
|Publication status||Published - Sept 2003|
Scopus Subject Areas
- Business and International Management