The Rise and Fall of Mass Marketing (RLE Marketing)

The Rise and Fall of Mass Marketing (RLE Marketing)

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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.... MicroSoft 144 Midland Bank 150, 154a€“5, 157, 159 mini computers 143, 146 Mitsubishi 145, 227 Model T Ford 18a€“19, 21, 29, 32, 38a€“40, ... 155, 158-9 motor industry 3a€“4, 6, 18a€“19, 21, 29, 32, 36a€“57, 62a€“3, 205, 230 multinationals 6, 41, 45 , 50a€“1, 97a€“8, 102, 146, 151, 156, 185, ... 207 Sculley, John 144 Sears 18, 27, 32, 59 Seven-Up 29 sewing machines 13 shampoo market 8a€“10, 31a€“2 Sharp 238 Index.

Title:The Rise and Fall of Mass Marketing (RLE Marketing)
Author:Richard S. Tedlow, Geoffrey G. Jones
Publisher:Routledge - 2014-09-15


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