To Market, To Market

Pamela Goett (Editor & Publisher)

Journal of Business Strategy

ISSN: 0275-6668

Publication date: 1 April 1998


Emblazoned on the envelope are the words “YOU HAVE ALREADY WON $10,000,000!” Of course, the small print reads, “If you have the winning numbers.” I get these envelopes at least quarterly, and I almost always respond. These contests are, in effect, 32‐cent lottery tickets, and I'm happy to invest 32 cents even if the odds of winning are ridiculously low. While my response is rarely what the marketer hopes for—an order for a magazine subscription—I do become actively involved by searching out the instructions in the contest rules telling me what to do “if you're not ordering at this time” and mailing back my response. And, I blush to confess, twice in the last dozen years I actually ordered a magazine.


Goett, P. (1998), "To Market, To Market", Journal of Business Strategy, Vol. 19 No. 4, pp. 2-2.

Download as .RIS




Copyright © 1998, MCB UP Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.