Rowntree and the Marketing Revolution, 1862-1969

by Robert Fitzgerald

Overview

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.

Product Details

ISBN-13:	9780521435123
Publisher:	Cambridge University Press
Publication date:	01/05/1995
Pages:	768
Product dimensions:	6.14(w) x 9.21(h) x 1.61(d)

Table of Contents

List of illustrations; List of figures; List of tables; Foreword; Preface; Part I. Marketing and Competitors: Introduction: Rowntree and marketing; 1. Marketing history and competitive rivalry; Part II. Following the Market Leader, 1862–1930: 2. The partnership, 1862–1897; 3. Product development: the practice of 'trial and error', 1897–1930; 4. Marketing and sales: a company of tradition, 1897–1914; 5. Marketing and sales: a war economy, 1914–1921; 6. Marketing and sales: the failed initiatives, 1921–1930; Part III. Reorganisation and Systematic Marketing, 1897–1939: 7. Management and organisation, 1897–1930; 8. Labour, industrial welfare and scientific management, 1897–1930; 9. A strategic change of course, 1931–1939; Part IV. Controls, Mass Consumption and Marketing, 1939–1969: 10. War and rationing, 1939–1952; 11. Industrial relations and management, 1952–1969; 12. Rapid growth, 1952–1966; 13. Markets and the merger strategy, 1956–1969; Part V. Growth of a Multinational, 1897–1969: 14. Multinationals, exports and raw materials, 1897–1969; 15. Canada and the United States, 1920–1969; 16. South Africa, Australia and Europe, 1925–1969; Epilogue: marketing, Rowntree and the confectionery industry, 1862–1988; Appendices; Notes; Bibliography; Index.

Editorial Reviews

"...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.

From the Publisher