| Description |
1 online resource (368 pages) |
| Series |
Routledge Library Editions: Marketing |
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Routledge library editions. Marketing.
|
| Contents |
Cover; Half Title; Title Page; Copyright Page; Original Title Page; Original Copyright Page; Table of Contents; List of figures; List of tables; List of contributors; Preface; 1 Brands and marketing; Part I Concepts and debates; 2 When and why brand names in food and drink?; 3 Brands: economic ideology and consumer society; 4 Brands and the alcoholic drinks industry; 5 Brand accounting in the United Kingdom; Part II Alcoholic drinks; 6 Selling beer in Victorian Britain; 7 Marketing and competition in Danish brewing |
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8 Managing decline: brands and marketing in two mergers, 'The Big Amalgamation' 1925 and Guinness-DCL 19869 The empire strikes back: marketing Australian beer and wine in the United Kingdom; Part III Food and non-alcoholic drinks; 10 The pause that refreshed the world: the evolution of Coca-Cola's global marketing strategy; 11 Best-practice marketing of food and health drinks in Britain 1930-70; 12 Brands and breakfast cereals in Britain; 13 Marketing convenience foods between the wars; Part IV Retailing; 14 Multiple retailing and brand image: an Anglo-American comparison 1860-1994 |
| Summary |
An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business strategies |
| Notes |
15 Delivering quality: the role of logistics in the post-war transformation of British food retailingIndex |
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Print version record |
| Subject |
Food -- Marketing -- History
|
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Beverages -- Marketing -- History
|
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Alcoholic beverages -- Marketing -- History
|
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Branding (Marketing) -- History
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TECHNOLOGY & ENGINEERING -- Food Science.
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Alcoholic beverages -- Marketing.
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Beverages -- Marketing.
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Branding (Marketing)
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Food -- Marketing.
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| Genre/Form |
History.
|
| Form |
Electronic book
|
| Author |
Jones, Geoffrey G
|
|
Morgan, Nicholas J
|
| ISBN |
9781317643821 |
|
1317643828 |
|
9781317643814 |
|
131764381X |
|
9781317643807 |
|
1317643801 |
|
