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The Complete Tradesman - A Study of Retailing, 1550-1820 (Paperback)
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The Complete Tradesman - A Study of Retailing, 1550-1820 (Paperback)
Series: The History of Retailing and Consumption
Expected to ship within 12 - 17 working days
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The Complete Tradesman redresses the relative paucity of studies on
the history of retailing before 1800. Based upon extensive research
into diverse trade sources, Cox takes issue with the surprisingly
resilient stereotype of the 'dull' and 'out of date' shopkeeper in
the early modern period, showing that the retailing sector was well
adapted to the social and economic needs of the day and quick to
exploit new opportunities. Chapters cover not only distribution,
shop design, customer relations and networks between tradesmen, but
also attitudes to retailing, official controls, and the response to
novelty. By throwing light on subjects hitherto overlooked and
challenging existing whiggish preoccupations with progress towards
modern retailing systems, this study signals a new approach to the
history of retailing. The focus is placed on assessing how far
tradesmen, especially shopkeepers, satisfied and stimulated
contemporary desires for consumer goods.
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