Rowntree and the Marketing Revolution, 1862-1969

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Cambridge University Press, Jan 5, 1995 - Business & Economics - 737 pages
Rowntree and the Marketing Revolution, 1862-1969 is a major study in the history of marketing in economic development, in addition to being a history of a well-known international company. Marketing history remains a neglected field of study, yet Rowntree's commercial success has been the direct result of applied marketing methods and major advances in product development, branding and advertising. It is surprising that marketing and mass consumption has been so neglected; yet Rowntree was a marketing pioneer. The company had in addition a prominent role in questioning managerial organisation, business culture, industrial relations, restrictive practices, and multinational business. This book offers a comprehensive account of a company and its industry, but pursues themes and seeks to answer areas of debate, illuminating the ways in which marketing contributed to the growth of an enterprise.
 

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Contents

IV
8
VI
74
VIII
89
X
126
XII
146
XIV
182
XVII
214
XIX
274
XXV
471
XXVII
498
XXVIII
500
XXX
514
XXXII
547
XXXIV
600
XXXVI
606
XXXVII
626

XXI
344
XXII
401
XXIV
421
XXXVIII
692
XXXIX
707
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