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Rowntree and the Marketing Revolution, 1862--1969. ラウントリーとマーケティング革命 1862－1969年
・ISBN 978-0-521-43512-3 1995 hard GB£ 142.00
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★★★
・ISBN 978-0-521-02378-8 2005 paper GB£ 42.00
￥13,305.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
版元の原価改定、外国為替の変動等により異なる場合がございますので、予めご了承下さい。
お気に入り
★★★
| 著者・編者 | Fitzgerald, Robert, |
|---|---|
| 出版社 | (Cambridge U. Pr., UK) |
| ページ数 | 768 pp. |
| 言語 | ENG |
| ニュース番号 | ＜407-478＞ |
解説
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.