Rowntree and the Marketing Revolution, 18621969
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Rowntree and the Marketing Revolution, 18621969 by Robert Fitzgerald
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.
"..well researched and written with a good, critical eye for themes and issues as well as chronology." Business History Review
"...this is much more than a broad survey of a famous company history laced with many fancy illustrations of old publicity material. Indeed, the analysis is well-founded on a series of key themes which are amply addressed through the use of extensive primary records, detailed references to other secondary sources, and even economic theory....this is a most impressive business history which deserves a wide audience. Dr. Fitzgerlad must be credited with a significant achievement in harmonising the case-study treatment with a range of other issues, and reading lists would be the poorer if they did not include references to the book under any of its major themes." Robert Fitzgerald, H-Net Book Review
"This is an impressive investigation. It accomplishes admirably the task of organizing a wealth of information into a coherent and comprehensive form, combining narrative with analysis. The reader is presented with a thorough and revealing account of a pioneer of mulitnational operation, and of the marketing revolution." Tom Nicholas, Jrnl of Eco. Hist.
"...this is much more than a broad survey of a famous company history laced with many fancy illustrations of old publicity material. Indeed, the analysis is well-founded on a series of key themes which are amply addressed through the use of extensive primary records, detailed references to other secondary sources, and even economic theory....this is a most impressive business history which deserves a wide audience. Dr. Fitzgerlad must be credited with a significant achievement in harmonising the case-study treatment with a range of other issues, and reading lists would be the poorer if they did not include references to the book under any of its major themes." Robert Fitzgerald, H-Net Book Review
"This is an impressive investigation. It accomplishes admirably the task of organizing a wealth of information into a coherent and comprehensive form, combining narrative with analysis. The reader is presented with a thorough and revealing account of a pioneer of mulitnational operation, and of the marketing revolution." Tom Nicholas, Jrnl of Eco. Hist.
Fitzgerald, Robert: - Robert Fitzgerald is a native Californian, and a writer on subjects of Thelema, Magical Philosophy, and the work of Elizabethan magus John Dee. His previous work 'A Gathering of Masks', concerned the esoteric intelligences of Aleister Crowley's Liber '231', was published in 2009. 'A Rose Veiled in Black' is the first work he has co-edited for Three Hands Press.
| SKU | Unavailable |
| ISBN 13 | 9780521435123 |
| ISBN 10 | 0521435129 |
| Title | Rowntree and the Marketing Revolution, 18621969 |
| Author | Robert Fitzgerald |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Cambridge University Press |
| Year published | 1995-01-05 |
| Number of pages | 768 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |