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. Editor(s): Church, R. A.; Godley, Andrew. Num Pages: 160 pages, 1, black & white illustrations. BIC Classification: 3JJ; KCZ; KJS. Category: (P) Professional & Vocational; (UP) Postgraduate, Research & Scholarly; (UU) Undergraduate. Dimension: 234 x 156 x 11. Weight in Grams: 409. . 2003. 1st Edition. hardcover. . . . .

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Bibliographic Details

Title: The Emergence of Modern Marketing
Publisher: Routledge
Publication Date: 2003
Language: English
ISBN 10: 071465390X
ISBN 13: 9780714653907
Binding: Hardcover
Edition: 1st Edition
Condition: New

About this title

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.

About the Author

ROY CHURCH, ANDREW GODLEY

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