The development of integrated marketing communications at the British General Post Office, 1931–39

Michael Heller

Business History, 2016, vol. 58, issue 7, 1034-1054

Abstract: In the 1930s, the General Post Office (GPO) in Britain became one of the nation’s most innovative pioneers of marketing communication. Following criticism of the organisation in the 1920s for its conservative use of publicity, the GPO embarked upon a series of creative publicity campaigns that applied, amongst other methods, advertising, public relations, promotions, cinema, events and artistic posters. Through an overview of its publicity, and through a narrative of three case-studies, this article argues that one of the most important innovations of the GPO was its integration of marketing communication, both in terms of techniques used and in relation to its emphasis in promoting the organisation and the services it provided.

Date: 2016
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DOI: 10.1080/00076791.2016.1155557

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