Rowntree and the Marketing Revolution, 1862-1969
By (author) Robert Fitzgerald
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Rowntree and the Marketing Revolution, 1862-1969 by Robert Fitzgerald
Book DescriptionRowntree 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 organization, 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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Book DetailsISBN: 9780521435123
(228mm x 152mm x 41mm)
Imprint: Cambridge University Press
Publisher: Cambridge University Press
Publish Date: 5-Jan-1995
Country of Publication: United Kingdom
Books By Author Robert Fitzgerald
Rise of the Global Company, Paperback (January 2016)
Readable, wide-ranging history of multinational enterprise, exploring its role in international events and influence on globalization and the modern world.
Remaking Management, Paperback (February 2011)» View all books by Robert Fitzgerald
Remaking Management examines how organisations are responding to an increasingly complex commercial environment.
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