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Rowntree and the Marketing Revolution, 1862-1969 - Robert Fitzgerald

Rowntree and the Marketing Revolution, 1862-1969

Hardcover Published: 27th January 1995
ISBN: 9780521435123
Number Of Pages: 768

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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 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.

"...well researched and written with a good, critical eye for themes and issues as well as chronology." Business History Review "...this is much more than a broad survey of a famous company history laced with many fancy illustrations of old publicity material. Indeed, the analysis is well-founded on a series of key themes which are amply addressed through the use of extensive primary records, detailed references to other secondary sources, and even economic theory...this is a most impressive business history which deserves a wide audience. Dr. Fitzgerlad must be credited with a significant achievement in harmonising the case-study treatment with a range of other issues, and reading lists would be the poorer if they did not include references to the book under any of its major themes." Robert Fitzgerald, H-Net Book Review "This is an impressive investigation. It accomplishes admirably the task of organizing a wealth of information into a coherent and comprehensive form, combining narrative with analysis. The reader is presented with a thorough and revealing account of a pioneer of mulitnational operation, and of the marketing revolution." Tom Nicholas, Jrnl of Eco. Hist.

List of illustrations
List of figures
List of tables
Foreword
Preface
Marketing and Competitors: Introduction: Rowntree and marketing
Marketing history and competitive rivalry
Following the Market Leader, 1862-1930
The partnership, 1862-1897
Product development: the practice of 'trial and error', 1897-1930
Marketing and sales: a company of tradition, 1897-1914
Marketing and sales: a war economy, 1914-1921
Marketing and sales: the failed initiatives, 1921-1930
Reorganisation and Systematic Marketing, 1897-1939
Management and organisation, 1897-1930
Labour, industrial welfare and scientific management, 1897-1930
A strategic change of course, 1931-1939
Controls, Mass Consumption and Marketing, 1939-1969
War and rationing, 1939-1952
Industrial relations and management, 1952-1969
Rapid growth, 1952-1966
Markets and the merger strategy, 1956-1969
Growth of a Multinational, 1897-1969
Multinationals, exports and raw materials, 1897-1969
Canada and the United States, 1920-1969
South Africa, Australia and Europe, 1925-1969
Epilogue: marketing, Rowntree and the confectionery industry, 1862-1988
Appendices
Notes
Bibliography
Index
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9780521435123
ISBN-10: 0521435129
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 768
Published: 27th January 1995
Publisher: CAMBRIDGE UNIV PR
Country of Publication: GB
Dimensions (cm): 23.39 x 15.6  x 4.14
Weight (kg): 1.24