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Look Inside Rowntree and the Marketing Revolution, 1862–1969

Rowntree and the Marketing Revolution, 1862–1969

$72.99 (C)

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

$ 72.99 (C)

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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
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    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.

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    Product details

    • Date Published: February 2007
    • format: Paperback
    • isbn: 9780521023788
    • length: 768 pages
    • dimensions: 240 x 154 x 39 mm
    • weight: 1.062kg
    • contains: 61 b/w illus.
    • availability: Available
  • Table of Contents

    List of illustrations
    List of figures
    List of tables
    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

  • Author

    Robert Fitzgerald, London School of Economics and Political Science

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