Mass Merchandising (Emerging Industry Overview)

This paper provides an overview of the mass merchandising industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies.

Emerging Industry Overview: Mass Merchandising

Industry Snapshot

Mass merchandising, or tie-ins, which may have begun as a technique to bolster sales on occasion, has become a veritable industry in its own right. With advertising costs increasing, competition heating up, and markets peaking, companies turn to tie-

Game and movie tie-ins involving cellular phones were projected to be the next trend in technology. The most highly visible promotion involved a "Spider Man" spin-off with Cingular Wireless Inc. that included a series of games, screen-savers, logos and ring tones to coincide with the movie's release. The trick, the experts said, of making such a promotion a success was finding the right content.

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