Author: Fitzgerald, Robert
Title: Rowntree and the Marketing Revolution, 1862-1969
Description: Cambridge, Cambridge University Press, 1995. orig.cloth. 24x15cm, xix, 737 pp.. Textual illustrations.. Minor rubbing. In a torn & rubbed dustwrapper. VG. dustwrapper. ¶ Contents: Marketing and Competitors: Introduction: Rowntree and marketing: Marketing history and competitive rivalry; Following the Market Leader, 1862-1930: The partnership, 1862-1897; Product development: the practice of ' trial and error', 1897-1930; Marketing and sales: a company of tradition, 1 897-1914; Marketing and sales: the war economy, 1914-1921; Marketing and sales: the failed initiatives, 1921-1930; Reorganisation and Systematic Marketing, 1897-1939: Management and organisation, 1897-1930; Labour, industrial welfare and scientific management, 1897-1930; A strategic change of course, 1931-1939; Controls, Mass Consumption and Marketing, 1939-1969; War and rationing, 1939-1952; Industrial relations and management, 1 952-1969; Rapid growth, 1952-1966; Markets and the merger strategy, 1956-1 9 69; Growth of a Multinational, 1897-1969: Multinationals, exports and raw materials, 1897-1969; Canada and the United States, 1920-1969; South Africa, Australia and Europe, 1925-1969 [" Rowntree and the Marketing Revolution, 1862-1969 is a major study in the history of marketing in economic development, in addition to being a history of a well-known international company. Marketing history remains a neglected field of study, yet Rowntree's commercial success has been the direct result of applied marketing methods and major advances in product development, branding and advertising. It is surprising that marketing and mass consumption has been so neglected; yet Rowntree was a marketing pioneer...." - Publisher's description].

Keywords: British Business History, Great Britain, Rowntree, Confectioners, Chocolate Trade, Industry, Industrial, Marketing,