haku: @journal_id 15 / yhteensä: 1397
viite: 14 / 1397
| Tekijä: | Tsang, A.S.L. |
| Otsikko: | Contest ritualization: wooing customers through religious metaphor |
| Lehti: | Business Horizons
2003 : SEP/OCT, VOL. 46:5, p. 67-74 |
| Asiasana: | Advertising Marketing Consumer behaviour Customers |
| Kieli: | eng |
| Tiivistelmä: | The article examines the similarities between a promotional contest and religious rituals. Dealt with are marketers' use of symbols to convey meaning in satisfying customer needs and achieving marketing goals and major elements of a ritual - venue and setting, administrators, and process - helping marketers organize contests to enhance customer loyalty and attract new customers. |
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