Rowntree and the Marketing Revolution, 1862 1969

ISBN-13: 9780521023788 / Angielski / Miękka / 2007 / 768 str.

Robert Fitzgerald; Robert Fitzgerald

Opis

This is a business history that deals with an important but surprisingly neglected topic. There have been no comprehensive accounts of Rowntree, the confectionery manufacturer, and no assessment of its role in a global industry. For the first time this book reveals the importance of marketing to the success of Rowntree, and makes a substantial contribution to our understanding of marketing and mass consumption in economic development. Rowntree was also a pioneer in managerial organization and industrial relations, as well as in marketing.