| Description |
1 online resource (256 pages) |
| Series |
Routledge Library Editions: Marketing ; Volume 25 |
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Routledge library editions. Marketing ; Volume 25.
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| Contents |
Cover; Untitled; 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 Introduction; 2 The fourth phase of marketing: Marketing history and the business world 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 |
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7 A machine on every desk: The development of the mass market in computers8 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; Index |
| Summary |
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, w |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Marketing -- Congresses
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Export marketing -- Congresses
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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Export marketing
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Marketing
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| Genre/Form |
Electronic books
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Conference papers and proceedings
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| Form |
Electronic book
|
| Author |
Tedlow, Richard S.
|
|
Jones, Geoffrey
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| ISBN |
9781317663010 |
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1317663012 |
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