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MARKETING MAGAZINE SALES PROMOTION SURVEY: 6 SEPT 1984
EXTRACTS: So why did Shell, in February of this year, spark off the first promotional battle in petrol marketing for more than a decade? The answer, so the trade suggests, may have some-thing to do with Shell wanting to put the squeeze on those minor majors and the smalIer operators. Shell and the other oil majors had become rather shell-shocked by the bitter price wars of recent years, as marketing men were forced,’ not only to weather fluctuating prices of world oil and currencies, but also to keep an eye on what each competitor was doing.
