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The Rise and Fall of Mass Marketing (RLE Marketing) (Routledge Library Editions: Marketing) - Softcover
Synopsis
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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Multivolume collection by leading authors in the field
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- PublisherRoutledge
- Publication date2015
- ISBN 10 1138989851
- ISBN 13 9781138989856
- BindingPaperback
- Edition number1
- Number of pages256
- EditorTedlow Richard
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