{"product_id":"rowntree-and-the-marketing-revolution-1862-1969-hardback-9780521435123","title":"Rowntree and the Marketing Revolution, 1862–1969 (Hardback) 9780521435123","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eRowntree and the Marketing Revolution, 1862–1969\u003c\/font\u003e\u003cbr\u003e\r\n\r\n\r\n\u003c\/p\u003e\n\u003cp\u003e\u003cem\u003eA business history of Rowntree, the successful and well-known confectionery manufacturer.\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eRobert Fitzgerald (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780521435123, Cambridge University Press\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 5 January 1995\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e768 pages, 61 b\/w illus.\u003cbr\u003e23.4 x 15.6 x 4.1 cm, 1.24 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003e\"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.\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eRowntree 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.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eList of illustrations\u003cbr\u003e List of figures\u003cbr\u003e List of tables\u003cbr\u003e Foreword\u003cbr\u003e Preface\u003cbr\u003e Part I. Marketing and Competitors: Introduction: Rowntree and marketing\u003cbr\u003e 1. Marketing history and competitive rivalry\u003cbr\u003e Part II. Following the Market Leader, 1862–1930: 2. The partnership, 1862–1897\u003cbr\u003e 3. Product development: the practice of 'trial and error', 1897–1930\u003cbr\u003e 4. Marketing and sales: a company of tradition, 1897–1914\u003cbr\u003e 5. Marketing and sales: a war economy, 1914–1921\u003cbr\u003e 6. Marketing and sales: the failed initiatives, 1921–1930\u003cbr\u003e Part III. Reorganisation and Systematic Marketing, 1897–1939: 7. Management and organisation, 1897–1930\u003cbr\u003e 8. Labour, industrial welfare and scientific management, 1897–1930\u003cbr\u003e 9. A strategic change of course, 1931–1939\u003cbr\u003e Part IV. Controls, Mass Consumption and Marketing, 1939–1969: 10. War and rationing, 1939–1952\u003cbr\u003e 11. Industrial relations and management, 1952–1969\u003cbr\u003e 12. Rapid growth, 1952–1966\u003cbr\u003e 13. Markets and the merger strategy, 1956–1969\u003cbr\u003e Part V. Growth of a Multinational, 1897–1969: 14. Multinationals, exports and raw materials, 1897–1969\u003cbr\u003e 15. Canada and the United States, 1920–1969\u003cbr\u003e 16. South Africa, Australia and Europe, 1925–1969\u003cbr\u003e Epilogue: marketing, Rowntree and the confectionery industry, 1862–1988\u003cbr\u003e Appendices\u003cbr\u003e Notes\u003cbr\u003e Bibliography\u003cbr\u003e Index.\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Economic history [\u003ca title=\"See our other books on Economic history\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Economic%20history%20%5BKCZ%5D%22\"\u003eKCZ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Cambridge University Press","offers":[{"title":"Default Title","offer_id":46005017018648,"sku":"9780521435123","price":103.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/products\/9780521435123i_3357d7e4-d97b-4a52-ab5d-f186d5d379d4.jpg?v=1691381809","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/rowntree-and-the-marketing-revolution-1862-1969-hardback-9780521435123","provider":"Freshly Printed Books","version":"1.0","type":"link"}