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.
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