The Foundations of Marketing Practice: A History of Book Marketing in Germany

ISBN-13: 9780367871529 / Angielski / Miękka / 2019 / 202 str.

Ronald Fullerton

Opis

During the nineteenth century, the German book market experienced phenomenal growth, driven by German publishers’ dynamic entrepreneurial attitude towards developing and distributing books. Embracing aggressive marketing on a large scale, they developed an increasing sense of what their markets wanted. Based almost entirely upon primary sources

Spis treści

Introduction: The Role of Marketing in the Growth of the German Book Markets, 1815-1890.  1. Separate, Distinct, Both Sluggish: The German book markets at the close of the Napoleonic Wars, 1815-1820.  2. The Regular Book Market Explodes, 1820-1843.  3. Engines of Growth: Dynamic and entrepreneurial marketing 1820-1843.  4. The Mass Book Market, 1820-1870.  5. The Decline and Recovery of the Regular Trade, 1843-1866.  6. The Book Market of the Regular Trade at Mid-Century, 1843-1866  7. Good Times, 1867-1888: The middle and upper class book market after mid-century.  8. The Mass Book Market Explodes, 1870-1890.  Conclusion: The Role of Dynamic High Capitalist Marketing Practice in the German Book Markets

O autorze

Ronald A. Fullerton is an independent scholar living in Toronto, Canada, having held academic appointments around the globe including American University in Cairo, University of the South Pacific, Emory University, the University of Massachusetts, Visiting Professor at Quinnipiac University in the USA and most recently at California State University, Northridge, USA. He is editor of two collections of readings on marketing history - Research in Marketing: Explorations in the History of Marketing, and Historical Perspectives in Marketing. He has published over 100 book chapters and articles which have appeared in, among other publications, the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Macromarketing, Journal of Advertising, Marketing Theory, Journal of Consumer Behavior, Journal of Social History, and Journal of Historical Research in Marketing. He serves on the Editorial Advisory Boards of the Journal of Historical Research in Marketing, European Business Review, and Journal of Macromarketing. He holds a PhD in History from the University of Wisconsin.