The Rise and Fall of Mass Marketing (RLE Marketing) Hardback
Edited by Richard Tedlow, Geoffrey (Harvard Business School, USA) Jones
Part of the Routledge Library Editions: Marketing series
Hardback
Description
This book provides new insights into the changes in interpretation of marketing and the evolution of marketing strategies during the twentieth century.
The focus is on the development of mass marketing in the United States and the way in which more flexible and adaptable forms of marketing have increasingly been taking over.
This highly international volume draws contributors from the USA, Europe and Japan, and from a variety of academic disciplines, including marketing, economics and business history.
Chapters provide detailed analysis of the marketing of a range of products including cars, washing machines, food retailing, Scotch whisky, computers, financial services and wheat.
Information
-
Out of stock
- Format:Hardback
- Pages:256 pages
- Publisher:Taylor & Francis Ltd
- Publication Date:22/08/2014
- Category:
- ISBN:9781138786394
Information
-
Out of stock
- Format:Hardback
- Pages:256 pages
- Publisher:Taylor & Francis Ltd
- Publication Date:22/08/2014
- Category:
- ISBN:9781138786394
