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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. The company had in addition a prominent role in questioning managerial organization, business culture, industrial relations, restrictive practices, and multinational business. This book offers a comprehensive account of a company and its industry, but pursues themes and seeks to answer areas of debate, illuminating the ways in which marketing contributed to the growth of an enterprise.
By: Robert Fitzgerald
Imprint: Cambridge University Press
Country of Publication: United Kingdom
Dimensions: Height: 38mm, Width: 228mm, Spine: 152mm
Weight: 1.060kg
ISBN:
9780521023788
ISBN 10: 0521023785
Pages: 768
Publication Date: January 2007
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active
Availability: Manufactured on demand
This print-on-demand title is available from our supplier. We will order it and ship it to you upon arrival.
List of illustrations; List of figures; List of tables; Foreword; Preface; Part I. Marketing and Competitors: Introduction: Rowntree and marketing; 1. Marketing history and competitive rivalry; Part II. Following the Market Leader, 1862-1930: 2. The partnership, 1862-1897; 3. Product development: the practice of 'trial and error', 1897-1930; 4. Marketing and sales: a company of tradition, 1897-1914; 5. Marketing and sales: a war economy, 1914-1921; 6. Marketing and sales: the failed initiatives, 1921-1930; Part III. Reorganisation and Systematic Marketing, 1897-1939: 7. Management and organisation, 1897-1930; 8. Labour, industrial welfare and scientific management, 1897-1930; 9. A strategic change of course, 1931-1939; Part IV. Controls, Mass Consumption and Marketing, 1939-1969: 10. War and rationing, 1939-1952; 11. Industrial relations and management, 1952-1969; 12. Rapid growth, 1952-1966; 13. Markets and the merger strategy, 1956-1969; Part V. Growth of a Multinational, 1897-1969: 14. Multinationals, exports and raw materials, 1897-1969; 15. Canada and the United States, 1920-1969; 16. South Africa, Australia and Europe, 1925-1969; Epilogue: marketing, Rowntree and the confectionery industry, 1862-1988; Appendices; Notes; Bibliography; Index.
...well researched and written with a good, critical eye for themes and issues as well as chronology. Business History Review ...this is much more than a broad survey of a famous company history laced with many fancy illustrations of old publicity material. Indeed, the analysis is well-founded on a series of key themes which are amply addressed through the use of extensive primary records, detailed references to other secondary sources, and even economic theory...this is a most impressive business history which deserves a wide audience. Dr. Fitzgerlad must be credited with a significant achievement in harmonising the case-study treatment with a range of other issues, and reading lists would be the poorer if they did not include references to the book under any of its major themes. Robert Fitzgerald, H-Net Book Review This is an impressive investigation. It accomplishes admirably the task of organizing a wealth of information into a coherent and comprehensive form, combining narrative with analysis. The reader is presented with a thorough and revealing account of a pioneer of mulitnational operation, and of the marketing revolution. Tom Nicholas, Jrnl of Eco. Hist.
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