Rowntree and the marketing revolution, 1862-1969
By: Robert Fitzgerald.
Publisher: University Press
Published: 1995
Place of publication: Cambridge; New York, NY, USA
Language: eng
Number of pages: 737
Subjects: Rowntree (Firm) -- History.; Chocolate industry -- Great Britain -- History.; Confectioners -- Great Britain -- History.; Marketing -- Great Britain -- History.
Description: 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 organisation, 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.
Notes: Includes bibliographical references (p. 697-711) and index.