Online from: 1967
Subject Area: Marketing
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|Title:||The Buy British Campaign of 1931|
|Author(s):||Stephen Constantine, (University of Lancaster)|
|Citation:||Stephen Constantine, (1987) "The Buy British Campaign of 1931", European Journal of Marketing, Vol. 21 Iss: 4, pp.44 - 59|
|Keywords:||Business-Government Relations, Marketing, Public Advertising, Publicity|
|Article type:||Case study|
|DOI:||10.1108/EUM0000000004692 (Permanent URL)|
|Publisher:||MCB UP Ltd|
|Abstract:||The Buy British Campaign of 1931 was the National Government's attempt to tackle a balance of payments crisis without initially resorting to tariff protection. The operation was managed by the Empire Marketing Board and employed previously-developed publicity techniques plus voluntary support to deliver its message on the benefits to be brought to the balance of trade, the value of sterling, the value of employment and commercial relations with the Empire. Although technically efficient, the campaign nevertheless had only a limited and temporary impact.|
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