Screen LibraryThe Routledge companion to marketing history /
The Routledge Companion to Marketing History is the first collection of readings that surveys the broader field of marketing history, including the key activities and practices in the marketing process. With contributors from leading international scholars working in marketing history, this companio...
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| Group Author: | ; |
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| Published: |
Routledge, Taylor & Francis Group,
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| Publisher Address: | London : |
| Publication Dates: | 2016. |
| Literature type: | Book |
| Language: | English |
| Series: |
Routledge companions in business, management and accounting
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| Subjects: | |
| Summary: |
The Routledge Companion to Marketing History is the first collection of readings that surveys the broader field of marketing history, including the key activities and practices in the marketing process. With contributors from leading international scholars working in marketing history, this companion provides nine country-specific histories of marketing practice as well as a broad analysis of the field, including: the histories of advertising, retailing, channels of distribution, product design and branding, pricing strategies, and consumption behavior. While other collections have provided |
| Carrier Form: | xix, 475 pages : illustrations ; 25 cm. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: |
9780415714181 0415714184 |
| Index Number: | HF5415 |
| CLC: | F713.5-09 |
| Call Number: | F713.5-09/R869 |
| Contents: | 1. The History of Marketing Practice (Mark Tadajewski and D.G. Brian Jones) 2. Ancient and Medieval Marketing (Eric H. Shaw) 3. A History of Consumption in the United States (Terrance H. Witkowski) 4. In Search of the Consumer: the History of Market Research from 1890 to 1960 (Stefan Schwarzkopf) 5. Segmentation in Practice: an Historical Overview of the 18th and 19th Centuries (Ronald A. Fullerton) 6. A History of Brand Identity Protection and Brand Marketing (Ross D. Petty) 7. History of Packaging (Diana Twede) 8. Distributive Orders: The Evolution of North American Retailing (Barry E.C. B |