The research article which our group selected is available on International Journal of Service Industry Management, Vol 6 No.1.1995.pp.22-39. The article is written by two authors, Ken Peattle, Cardiff Business School, Cardiff, Wales and Sue Peattle, University of Glamorgan Business School, Treforest, Wales. The research paper is reviewed in two parts. The first part summarizes the overall contents of the research paper. The second part assesses the article based on different parameters. PART I
SUMMERY OF THE ARTICLE
The objectives of the study section expand the problem statement and describe in more detail the initiation of the study. Accordingly, the objectives of this study are summarized hear under. General objective of the study
•To help redress the balance between the use of above-the-line mass media advertising and below-the-line sales promotion in the service industry. Specific objective of the study
•To describe the nature and extent of competition usage as a marketing tool. •To examine the use of competition as a sales promotion techniques in the service industry. Literature review
The growth of sales promotion, service, sales promotion and competitions, competitions and consumer behavior and the consumer as a competitor are the sub topics that were reviewed in this section. Regarding the growth of sales promotion; the definition of sales promotion and the reasons for the current intensification of sales promotion in UK are stated. The second sub topic converse (services, sales promotion and competition) the application of sales promotion specifically in the service industry and the factors to be considered in determining the suitability of value-increasing (e.g. price deals, coupon, refund offers etc.) or value-adding (e.g. free gift, competition and the like) sales promotions for service providers. Continuing with this, the...