Marketing in the independent sector of the UK licensed trade
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 1 September 2003
Abstract
This article considers recent developments in the ownership and structure of the licensed trade in the UK. A marketing analysis has been undertaken to demonstrate the ways in which the large pub owning companies have established competitive advantage over the smaller operators. Areas that the independents can use to gain trade are identified and examined. The possible impact of careful market analysis and effective use of modern technology are considered. Successful usage is described, and the sections of the trade likely to benefit most are identified. The problems of establishing a Web presence are also discussed.
Keywords
Citation
Pratten, J.D. and Scoffield, S.J. (2003), "Marketing in the independent sector of the UK licensed trade", International Journal of Contemporary Hospitality Management, Vol. 15 No. 5, pp. 263-267. https://doi.org/10.1108/09596110310698345
Publisher
:MCB UP Ltd
Copyright © 2003, Company