R. A. Church

The Emergence of Modern Marketing

Herausgeber: Church, R. A.; Godley, Andrew

• Gebundenes Buch

Produktbeschreibung

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.

---

Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.

Produktdetails

• Verlag: Routledge
• Seitenzahl: 162
• Erscheinungstermin: 1. Januar 2003
• Englisch
• Abmessung: 240mm x 161mm x 14mm
• Gewicht: 416g
• ISBN-13: 9780714653907
• ISBN-10: 071465390X
• Artikelnr.: 30881515

Autorenporträt

ROY CHURCH, ANDREW GODLEY

Inhaltsangabe

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.