THE EMERGENCE OF MODERN MARKETING by R. A. Church (Editor), Andrew Godley (Editor) ( 9781135761592 )

Item Details

Title:

THE EMERGENCE OF MODERN MARKETING

By:

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

Format:

Electronic book text

List price:	£43.99
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ISBN 10:

1135761590

ISBN 13:

9781135761592

Publisher:

TAYLOR & FRANCIS LTD

Pub. date:

2 August, 2004

Pages:

160

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.

Publication:

Imprint:

Routledge

Returns:

Non-returnable

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