The Rise and Fall of Mass Marketing - Couverture rigide

Couverture rigide

ISBN 10 : 0415075734 ISBN 13 : 9780415075732

Editeur : Cengage Learning EMEA, 1993

Synopsis

Without marketing there is no business. This axiom lies at the heart of this book. "The Rise and Fall of Mass-Marketing" offers new insights into the changes in interpretation of marketing and the evolution of marketing strategies during the 20th 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 been taking over in the late 20th century. The chapter by Ken'ichi Yasumuro on Japan offers new insights on how advanced Japanese companies from the 1970s developed flexible and highly successful manufacturing and related marketing systems. Other chapters provide detailed analysis of the marketing of a range of products,including motor cars, washing machines, food retailing, Scotch whisky, computers, financial services and wheat. The essays in this book range over the 20th century up to the present day. The approach of the text offers new ways of thinking about the study of marketing. The chapter by Mark Casson, for example, explores the economic theory of marketing, a subject which is just beginning to receive attention.

A propos du livre

Présentation de l'éditeur

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.

Biographie de l'auteur

Multivolume collection by leading authors in the field

Détails de l'édition

• Éditeur: Cengage Learning EMEA
• Date d'édition: 1993
• Langue: anglais
• ISBN 10: 0415075734
• ISBN 13: 9780415075732
• Reliure: Relié
• Nombre de pages: 256
• Éditeur: Tedlow Richard S., Jones Geoffrey
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible