THE EMERGENCE OF MODERN MARKETING by R. A. Church (Editor), Andrew Godley (Editor) ( 9780714683263 )

Item Details

Title:

THE EMERGENCE OF MODERN MARKETING

By:

R. A. Church (Editor), Andrew Godley (Editor)

Format:

Paperback

List price:

£61.99

Our price:

£60.13

Discount:

3% off

You save:

£1.86

ISBN 10:

0714683264

ISBN 13:

9780714683263

Availability:

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Stock:

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Publisher:

TAYLOR & FRANCIS LTD

Pub. date:

1 January, 2003

Pages:

160

Description:

A collection of essays that considers the emergence of modern marketing by examining product differentiation and brand creation, distribution and retailing strategies as well as advertising in a range of case studies covering the United States, Continental Europe and the United Kingdom.

Synopsis:

Modern marketing and advertising deeply influence the way we in which perceive the world and define our identity. Yet many of today's marketing and advertising practices are themselves products of earlier times. The development of brands, of advertising techniques and modern retailing are all associated with economic and business development of earlier periods. This collection of essays considers the emergence of modern marketing by examining product differentiation and brand creation, distribution and retailing strategies as well as advertising in a range of case studies covering the United States, Continental Europe and the United Kingdom. It highlights important innovations in marketing whilst underlining some surprising continuities, and is a valuable reference for undergraduate and postgraduate students of marketing and advertising.

Illustrations:

1, black & white illustrations

Publication:

Imprint:

Frank Cass Publishers

Returns:

Returnable

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