The Rise and Fall of Mass Marketing (RLE Marketing)

The Rise and Fall of Mass Marketing (RLE Marketing)


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Product Details

ISBN-13: 9781138989856
Publisher: Taylor & Francis
Publication date: 11/24/2015
Series: Routledge Library Editions: Marketing Series
Pages: 256
Product dimensions: 6.14(w) x 9.21(h) x 0.54(d)

About the Author

Multivolume collection by leading authors in the field

Table of Contents

1. Introduction Richard S. Tedlow and Geoffrey Jones 2. The Fourth Phase of Marketing: Marketing History and the Business World of Today Richard S. Tedlow 3. Mass Marketing Motor Cars in Britain Before 1950: The Missing Dimension Roy Church 4. The Rise and Fall of Mass Marketing? Food Retailing in Great Britain Since 1960 Leigh Sparks 5. Marketing and Business History, in Theory and Practice T. A. B. Corley 6. The Marketing of Scotch Whisky: An Historical Perspective Nicholas Morgan and Michael Moss 7. A Machine on Every Desk: The Development of the Mass Market in Computers Geoffrey Tweedale 8. Marketing in British Banking, 1945-80 Margaret Ackrill 9. International Wheat Marketing in the Post-War Period: An Australian Perspective on the Era of Discriminating Buyers Greg Whitwell 10. An Economic Theory of Marketing Mark Casson 11. Conceptualizing an Adaptable Marketing System: The End of Mass Marketing

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