Rowntree and the Marketing Revolution, 1862-1969

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This is a business history that deals with an important but surprisingly neglected topic. There have been no comprehensive accounts of Rowntree, the confectionery manufacturer, and no assessment of its role in a global industry. For the first time this book reveals the importance of marketing to the success of Rowntree, and makes a substantial contribution to our understanding of marketing and mass consumption in economic development. Rowntree was also a pioneer in managerial organization and industrial relations, as well as in marketing.
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Editorial Reviews

From the Publisher
"...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.

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Product Details

  • ISBN-13: 9780521023788
  • Publisher: Cambridge University Press
  • Publication date: 4/30/2006
  • Pages: 768
  • Product dimensions: 5.98 (w) x 8.98 (h) x 1.54 (d)

Table of Contents

List of illustrations
List of figures
List of tables
Pt. I Marketing and Competitors 1
Introduction: Rowntree and marketing 3
1 Marketing history and competitive rivalry 9
Pt. II Following the Market Leader, 1862-1930 43
2 The partnership, 1862-1897 45
3 Product development: the practice of 'trial and error', 1897-1930 75
4 Marketing and sales: a company of tradition, 1897-1914 90
5 Marketing and sales: a war economy, 1914-1921 127
6 Marketing and sales: the failed initiatives, 1921-1930 147
Pt. III Reorganisation and Systematic Marketing, 1897-1939 183
7 Management and organisation, 1897-1930 185
8 Labour, industrial welfare and scientific management, 1897-1930 217
9 A strategic change of course, 1931-1939 277
Pt. IV Controls, Mass Consumption and Marketing, 1939-1969 347
10 War and rationing, 1939-1952 349
11 Industrial relations and management 1952-1969 404
12 Rapid growth, 1952-1966 424
13 Markets and the merger strategy, 1956-1969 474
Pt. V Growth of a Multinational, 1897-1969 503
14 Multinationals, exports and raw materials, 1897-1969 505
15 Canada and the United States, 1920-1969 519
16 South Africa, Australia and Europe, 1925-1969 552
Epilogue: marketing, Rowntree, and the confectionery industry, 1862-1988 605
App. I: Rowntree & Co. Ltd: output, sales and profit and loss accounts, 1870-1968 611
App. II: Rowntree group: sales and profits, 1946-1968 615
App. III: Rowntree & Co. Ltd: capital, 1888-1896, and issued capital, 1897-1928 616
App. IV: Rowntree & Co. Ltd: assets and liabilities, 1929-1968 617
App. V: Rowntree group: assets, 1947-1968 619
App. VI: UK raw cocoa imports: sales and tonnages, 1900-1969 620
App. VII: UK confectionery statistics: sales, 1900-1969 622
App. VIII: UK confectionery statistics: output, 1900-1969 625
App. IX: Rowntree and estimated UK advertising expenditure, 1907-1969 627
App. X: Rowntree Canada, South Africa and Eire: sales and profits, 1927-1968 629
App. XI: UK wholesale prices of confectionery index and unit import values of cocoa beans, 1940-1969 630
Notes 631
Bibliography 697
Index 712
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