Marketing strategy in Britain’s mainline railways, 1923–38

Shin, Hiroki (2017) Marketing strategy in Britain’s mainline railways, 1923–38. Journal of Historical Research in Marketing 9 (4), pp. 425-450. ISSN 1755-750X.

Abstract

Purpose: This article aims to reassess the marketing strategy of Britain’s Big Four railway companies during the interwar period in order to locate railway marketing in the broader context of railway business and the general development of service marketing in Britain. Design/methodology/approach: By a detailed analysis of internal company records, this article discusses three aspects of railway marketing: the development of marketing departments within the companies, the control of marketing expenditure and the industry-wide marketing alliance. The three areas of railway marketing are examined by way of comparing them with the corresponding situations in other British industries. Findings: It reveals the relatively advanced state of railway companies’ marketing in the contemporary context. Furthermore, a series of re-organisations are interpreted as a response to the inter-modal competition from road traffic. Originality/value: By characterising railway marketing in the interwar period as part of the industry’s rear-guard battle in the competitive travel market, in which railways were clearly losing out to road traffic, the article provides a perspective that enables to understand how the ‘golden age’ of railway marketing coincided with the railways’ decline in the passenger business.

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