The Rise and Fall of Mass Marketing (RLE Marketing)
1st Edition
Published on 15. September 2014
256 pages
978-1-317-66300-3 (ISBN)
Description
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.
More details
Series
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Professional and scholarly
Product notice
Reflowable
File size
1,11 MB
ISBN-13
978-1-317-66300-3 (9781317663003)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Richard Tedlow | Geoffrey Jones
The Rise and Fall of Mass Marketing (RLE Marketing)
Book
11/2015
1st Edition
Routledge
€71.50
Shipment within 10-20 days
Richard Tedlow | Geoffrey Jones
The Rise and Fall of Mass Marketing (RLE Marketing)
Book
08/2014
1st Edition
Routledge
€207.80
Shipment within 10-20 days
Persons
Content
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
