Rowntree and the Marketing Revolution, 1862 1969 (Hardcover) (ISBN-13: 9780521435123)

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.

Author: Robert Fitzgerald
ISBN-10: 0521435129
ISBN-13: 9780521435123
Publisher: Cambridge University Press
Language: English
Published: 01/27/1995
Pages: 768
Format: Hardcover
Weight: 2.74lbs
Size: 9.21h x 6.14w x 1.63d