Skip to main content
padlock icon - secure page this page is secure

Calendar-led marketing: Strategic synchronisation of timing

Buy Article:

$19.86 + tax (Refund Policy)

Reflecting the potent impact that calendars have on marketplace behaviour, calendar-led marketing (CLM) is the strategic and tactical consideration of recurring calendrical periods in the development of the content and timing of marketing practices. Calendrical periods include those within the time-of-day, day-of-week, day/period-of-month, and day/period-of-year cycles, such as mornings, Tuesdays, end-of-the-month, winter, Christmas, and so on. Because marketplace behaviours tend to be disproportionately distributed across calendrical periods, every period is unique and thus represents unique marketing challenges and opportunities.

Stemming largely from exploratory research, this paper first provides an overview of CLM and its relevance. Next, six categories of CLM strategies are discussed in the spirit of providing examples, insights and guidance for marketers interested in exploiting calendar-led opportunities. These strategic categories are (1) calendrical bandwagon focus, (2) calendrical stretch, (3) calendrical repositioning, (4) calendrical piggybacking, (5) calendar-led innovation, and (6) calendrical co-branding.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics


Document Type: Research Article

Publication date: March 1, 2017

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more