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The Rise and Fall of Mass Marketing (RLE Marketing)
Hardcover
Series: Routledge Library Editions: Marketing
ISBN13: 9781138786394
Publisher: Routledge
Published: Sep 16 2014
Pages: 256
Weight: 1.50
Height: 1.10 Width: 6.20 Depth: 9.10
Language: English
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.
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