TY - JOUR
T1 - Can you sell gasoline with games?. The puzzling persistence of a gimmick
AU - Jaffe, Eugene D.
AU - Wegrzynovicz, Joseph A.
PY - 1969/10
Y1 - 1969/10
N2 - Gasoline games are the well-known promotional tools used to penetrate markets and increase market share-in the short run. Their early use was as an offensive weapon, but most games are now employed defensively, that is, to maintain a position. Despite their reduced effectiveness, gasoline companies are reluctant to abandon games even in the face of dealer resistance and some pressures from the Federal Trade Commission. The games will probably be with us until one of the more powerful petroleum companies takes the initial step to end game promotion.
AB - Gasoline games are the well-known promotional tools used to penetrate markets and increase market share-in the short run. Their early use was as an offensive weapon, but most games are now employed defensively, that is, to maintain a position. Despite their reduced effectiveness, gasoline companies are reluctant to abandon games even in the face of dealer resistance and some pressures from the Federal Trade Commission. The games will probably be with us until one of the more powerful petroleum companies takes the initial step to end game promotion.
UR - http://www.scopus.com/inward/record.url?scp=49849125041&partnerID=8YFLogxK
U2 - 10.1016/0007-6813(69)90040-8
DO - 10.1016/0007-6813(69)90040-8
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AN - SCOPUS:49849125041
SN - 0007-6813
VL - 12
SP - 43
EP - 50
JO - Business Horizons
JF - Business Horizons
IS - 5
ER -