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Emergence of Modern Marketing

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ABF
Advertising Council
Audience Research
british
British Retailing
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Category=KCZ
Category=KJ
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chemist
druggist
eq_bestseller
eq_business-finance-law
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eq_isMigrated=2
eq_nobargain
eq_non-fiction
Feathered Serpent
Fine Fare
foreign
Foreign Multinationals
Foreign Retailers
FTC's Investigation
German Advertising
Gm Manager
Gm Official
Household Disinfectant
industry
Justice Department
Luxury Goods Producers
Luxury Goods Retailers
Marketing Dilemma
Modern Corporate Form
Modern Market Research
motion
multinationals
picture
Queen Victoria Street
research
retailing
Tussaud Exhibition
UK Manufacture
UK Sale
UK Service
Variety Chain Store

Product details

  • ISBN 9780714683263
  • Weight: 272g
  • Dimensions: 156 x 234mm
  • Publication Date: 01 Jan 2003
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Paperback
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Description

Modern marketing and advertising deeply influence the way we in which perceive the world and define our identity. Yet many of today's marketing and advertising practices are themselves products of earlier times. The development of brands, of advertising techniques and modern retailing are all associated with economic and business development of earlier periods.

This collection of essays considers the emergence of modern marketing by examining product differentiation and brand creation, distribution and retailing strategies as well as advertising in a range of case studies covering the United States, Continental Europe and the United Kingdom. It highlights important innovations in marketing whilst underlining some surprising continuities, and is a valuable reference for undergraduate and postgraduate students of marketing and advertising.
About
Roy Church is the (Emeritus) Professor of Economic and Social History at the University of East Anglia. Andrew Godley is the Director of the Centre for International Business History, University of Reading.