The Emergence of Modern Marketing

R.A. Church, Andrew Godley

152 pages, parution le 22/04/2005

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Résumé

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.

Sommaire

The emergence of modern marketing - international dimensions
Madame Tussaud and the business of wax - marketing to the middle classes
Purposive strategy or serendipity? development and diversification in three consumer product companies, 1918-1939 - J & J Colman, Reckitt & Sons, and Lever Bros./Unilever
Closing the deal - GM's marketing dilemma and its franchised dealers, 1921-1941
Foreign multinationals and innovation in British retailing, 1850-1962
Building knowledge about the consumer: the emergence of market research in the motion picture industry
"Times Change and We Change with Them" the German advertising industry in the Third Reich - between professional self-interest and political repression.

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Franck Cass
Auteur(s)	R.A. Church, Andrew Godley
Parution	22/04/2005
Nb. de pages	152
Format	15,5 x 23,5
Couverture	Broché
Poids	270g
Intérieur	Noir et Blanc
EAN13	9780714683263
ISBN13	978-0-714-68326-3