Skip to content
Open global navigation

Cambridge University Press

AcademicLocation selectorSearch toggleMain navigation toggle
Cart
Register Sign in Wishlist

Rowntree and the Marketing Revolution, 1862–1969

$136.00

  • Date Published: February 2007
  • availability: Available
  • format: Paperback
  • isbn: 9780521023788

$136.00
Paperback

Add to cart Add to wishlist

Other available formats:
Hardback


Looking for an examination copy?

If you are interested in the title for your course we can consider offering an examination copy. To register your interest please contact collegesales@cambridge.org providing details of the course you are teaching.

Description
Product filter button
Description
Contents
Resources
About the Authors
  • 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.

    • A comprehensive history of Rowntree, the well-known manufacturer of sweets such as Aero, Smarties and Kit-Kat
    • A major contribution to our understanding of how marketing strategy can play a key role in company development
    • A further addition to Cambridge's important roster of company histories
    Read more

    Reviews & endorsements

    "...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.

    See more reviews

    Customer reviews

    Not yet reviewed

    Be the first to review

    Review was not posted due to profanity

    ×

    , create a review

    (If you're not , sign out)

    Please enter the right captcha value
    Please enter a star rating.
    Your review must be a minimum of 12 words.

    How do you rate this item?

    ×

    Product details

    • Date Published: February 2007
    • format: Paperback
    • isbn: 9780521023788
    • length: 768 pages
    • dimensions: 234 x 156 x 39 mm
    • weight: 1.06kg
    • contains: 61 b/w illus.
    • availability: Available
  • Table of Contents

    List of illustrations
    List of figures
    List of tables
    Foreword
    Preface
    Part I. Marketing and Competitors: Introduction: Rowntree and marketing
    1. Marketing history and competitive rivalry
    Part II. Following the Market Leader, 1862–1930:
    2. The partnership, 1862–1897
    3. Product development: the practice of 'trial and error', 1897–1930
    4. Marketing and sales: a company of tradition, 1897–1914
    5. Marketing and sales: a war economy, 1914–1921
    6. Marketing and sales: the failed initiatives, 1921–1930
    Part III. Reorganisation and Systematic Marketing, 1897–1939:
    7. Management and organisation, 1897–1930
    8. Labour, industrial welfare and scientific management, 1897–1930
    9. A strategic change of course, 1931–1939
    Part IV. Controls, Mass Consumption and Marketing, 1939–1969:
    10. War and rationing, 1939–1952
    11. Industrial relations and management, 1952–1969
    12. Rapid growth, 1952–1966
    13. Markets and the merger strategy, 1956–1969
    Part V. Growth of a Multinational, 1897–1969:
    14. Multinationals, exports and raw materials, 1897–1969
    15. Canada and the United States, 1920–1969
    16. South Africa, Australia and Europe, 1925–1969
    Epilogue: marketing, Rowntree and the confectionery industry, 1862–1988
    Appendices
    Notes
    Bibliography
    Index.

  • Author

    Robert Fitzgerald, London School of Economics and Political Science

Sign In

Please sign in to access your account

Cancel

Not already registered? Create an account now. ×

You are now leaving the Cambridge University Press website, your eBook purchase and download will be completed by our partner www.ebooks.com. Please see the permission section of the www.ebooks.com catalogue page for details of the print & copy limits on our eBooks.

Continue ×

Continue ×

Find content that relates to you

© Cambridge University Press 2014

Back to top

Are you sure you want to delete your account?

This cannot be undone.

Cancel Delete

Thank you for your feedback which will help us improve our service.

If you requested a response, we will make sure to get back to you shortly.

×
Please fill in the required fields in your feedback submission.
×