Rowntree and the Marketing Revolution, 1862–1969

A business history of Rowntree, the successful and well-known confectionery manufacturer.

Robert Fitzgerald (Author)

9780521435123, Cambridge University Press

Hardback, published 5 January 1995

768 pages, 61 b/w illus.
23.4 x 15.6 x 4.1 cm, 1.24 kg

"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.

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.

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.

Subject Areas: Economic history [KCZ]