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A marketing analysis of the licensed trade

Pratten, John D. and Schoffield, Susan C. (2002) A marketing analysis of the licensed trade. Management research news, 25 (4). pp. 1-11. ISSN 0140-9174

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Briefly outlines the recent history of the Licensed trade in the UK before considering what role marketing theory can play in the formulation of business response to competition. Considers the classic four Ps, price, product, place and promotion together with people, process and physical evidence. Gives examples of success in each area. Concludes that the nature of the pub trade has changed with jajor players dominating the market. Cites the growing use of the Internet to help the small operator to increase trade and advocates regular analysis of the small trader’s position will enhance their ability to adapt to change quickly.

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