The Rise and Fall of Mass Marketing (RLE Marketing)
Author:   Richard Tedlow ,  Geoffrey Jones (Harvard Business School, USA)
Publisher:   Taylor & Francis Ltd
ISBN:  

9781138989856


Pages:   252
Publication Date:   26 November 2015
Format:   Paperback
Availability:   In Print   Availability explained
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The Rise and Fall of Mass Marketing (RLE Marketing)


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Overview

This book provides new insights into the changes in interpretation of marketing and the evolution of marketing strategies during the twentieth century. The focus is on the development of mass marketing in the United States and the way in which more flexible and adaptable forms of marketing have increasingly been taking over. This highly international volume draws contributors from the USA, Europe and Japan, and from a variety of academic disciplines, including marketing, economics and business history. Chapters provide detailed analysis of the marketing of a range of products including cars, washing machines, food retailing, Scotch whisky, computers, financial services and wheat.

Full Product Details

Author:   Richard Tedlow ,  Geoffrey Jones (Harvard Business School, USA)
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Dimensions:   Width: 15.60cm , Height: 1.40cm , Length: 23.40cm
Weight:   0.453kg
ISBN:  

9781138989856


ISBN 10:   1138989851
Pages:   252
Publication Date:   26 November 2015
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

1. Introduction 2. The Fourth Phase of Marketing: Marketing History and the Business World of Today 3. Mass Marketing Motor Cars in Britain Before 1950: The Missing Dimension 4. The Rise and Fall of Mass Marketing? Food Retailing in Great Britain Since 1960 5. Marketing and Business History, in Theory and Practice 6. The Marketing of Scotch Whisky: An Historical Perspective 7. A Machine on Every Desk: The Development of the Mass Market in Computers 8. Marketing in British Banking, 1945-80 9. International Wheat Marketing in the Post-War Period: An Australian Perspective on the Era of Discriminating Buyers 10. An Economic Theory of Marketing 11. Conceptualizing an Adaptable Marketing System: The End of Mass Marketing

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