Rowntree and the Marketing Revolution, 1862-1969

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Cambridge University Press, Jan 25, 2007 - Business & Economics - 768 pages
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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 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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Contents

VII
3
VIII
9
IX
43
X
45
XI
75
XII
90
XIII
127
XIV
147
XXI
404
XXII
424
XXIII
474
XXIV
503
XXV
505
XXVI
519
XXVII
552
XXVIII
605

XV
183
XVI
185
XVII
217
XVIII
277
XIX
347
XX
349
XXIX
611
XXX
631
XXXI
697
XXXII
712
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Fitzgerald is a freelance writer.

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