The Rise and Fall of Mass Marketing (RLE Marketing) (Paperback)

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.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Series:	Routledge Library Editions: Marketing
Release date:	November 2015
First published:	1993
Editors:	Richard Tedlow • Geoffrey Jones
Dimensions:	234 x 156 x 14mm (L x W x T)
Format:	Paperback
Pages:	252
ISBN-13:	978-1-138-98985-6
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General
LSN:	1-138-98985-1
Barcode:	9781138989856

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