Description
Book SynopsisThe last decade has witnessed a burgeoning interest in the history of marketing. This authoritative two volume set provides a comprehensive collection of important articles which illuminate the history and development of marketing and marketing thought during the past century. A unique reference tool, this book will be indispensable to marketing researchers and others interested in marketing history. The articles contained within its covers are international in scope, spanning a range of European countries, Japan and the US.
This major new collection of articles was compiled and edited by Stanley C. Hollander - eminent marketing historian - and Kathleen M. Rassuli. The editors provide an introduction to the literature followed by chapters on the history of marketing thought, the historiography of marketing as well as chapters prepared by marketing speciality area, consumer behaviour, channels of distribution, retailing, product development, pricing and advertising, and promotion.
Trade Review'It is a tribute to the vitality of marketing history. . . . that Edward Elgar should produce these, the latest volumes in its series "The International Library of Critical Writings in Business History"'.’ -- John Benson, Business History
Table of ContentsContents: 1. History of Thought 2. Historical Method 3. Marketing Education 4. Macro-Marketing Policy Issues 5. Marketing Research 6. Consumer Behaviour 7. Advertising 8. Channels of Distribution 9. Price 10. Product 11. Marketing Management
