Rowntree and the Marketing Revolution, 1862-1969Rowntree 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. |
Contents
Rowntree and marketing | 3 |
Marketing history and competitive rivalry | 9 |
FOLLOWING THE MARKET LEADER 18621930 | 41 |
The partnership 18621897 | 49 |
the practice of trial and error 18971930 | 75 |
a company of tradition 18971914 | 99 |
a war economy 19141921 | 129 |
the failed initiatives 19211930 | 151 |
185 | 338 |
CONTROLS MASS CONSUMPTION | 347 |
MARKETING 19391969 | 355 |
Rapid growth 19521966 | 433 |
Markets and the merger strategy 19561969 | 475 |
GROWTH OF A MULTINATIONAL 18971969 | 503 |
marketing Rowntree and the confectionery industry | 605 |
Appendices | 611 |
REORGANISATION AND SYSTEMATIC | 183 |
MARKETING 18971939 | 209 |
Labour industrial welfare and scientific management 1897 | 217 |
9 | 220 |
45 | 235 |
75 | 241 |
90 | 252 |
127 | 262 |
1930 | 265 |
A strategic change of course 19311939 | 281 |
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Common terms and phrases
A'-houses advertising Aero AERO Chocolate agreed agreement Arnold Rowntree Australia became Black Magic Bournville brands Britain British Cadbury and Fry Cadbury-Fry Cadbury's Dairy Milk cake Canada cent chairman chocolate assortments cocoa and chocolate cocoa butter Coffee Crisp commercial company's competition confectionery industry Conferences consumer continued cooperation costs count lines coupon Dairy Box decided demand despite Dickinson directors economic Elect cocoa employees export factory firm Fryer George Cadbury George Dickinson gums and pastilles Harris Ibid important improved increased investment Joseph Rowntree KitKat levels Lloyd Owen Mackintosh managerial manufacture ment milk chocolate Ministry Morrell needed Nestlé organisation output Overseas Committee price maintenance problems product development profits promotion purchasing q.v. chapter Quaker resale price maintenance retailers Rown Rowntree board Rowntree Mackintosh Rowntree's scheme Seebohm Rowntree selling shortages South Africa strategy subsidiary success sugar confectionery supply Toronto trade unions wages Wallace Wilson Wilson-Rowntree workers York