Abstract
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.
Original language | English |
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Pages (from-to) | 67-74 |
Number of pages | 8 |
Journal | Business Horizons |
Volume | 46 |
Issue number | 5 |
DOIs | |
Publication status | Published - Sept 2003 |