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This paper is an account of the proceedings of an Internet conference which was sponsored by Education + Training. The conference identified a number of issues and questions arising from the increasingly complex environment of Higher Education. The changing characteristics of the relationship between the providers of Higher Education and its various customer markets and publics are discussed in the proceedings. Views, opinions and examples of responses to change were shared during the conference.

Briefly outlines the recent history of the Licensed trade in the UK before considering what role marketing theory can play in the formulation of business response to competition. Considers the classic four Ps, price, product, place and promotion together with people, process and physical evidence. Gives examples of success in each area. Concludes that the nature of the pub trade has changed with jajor players dominating the market. Cites the growing use of the Internet to help the small operator to increase trade and advocates regular analysis of the small trader’s position will enhance their ability to adapt to change quickly.

This article considers recent developments in the ownership and structure of the licensed trade in the UK. A marketing analysis has been undertaken to demonstrate the ways in which the large pub owning companies have established competitive advantage over the smaller operators. Areas that the independents can use to gain trade are identified and examined. The possible impact of careful market analysis and effective use of modern technology are considered. Successful usage is described, and the sections of the trade likely to benefit most are identified. The problems of establishing a Web presence are also discussed.

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