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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.
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.
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