Rowntree and the marketing revolution, 1862-1969

著者

書誌事項

Rowntree and the marketing revolution, 1862-1969

Robert Fitzgerald

Cambridge University Press, 2006, c1995

  • : pbk

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注記

"This digitally printed first paperback version (with corrections) 2006"--T.p. verso

Includes bibliographical references (p. 697-711) and index

内容説明・目次

内容説明

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 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.

目次

  • 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.

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