ENGLISH

The Emergence of Modern Marketing

By R.A. Church , Andrew Godley

Book information

Publisher
Routledge
Year
2003
ISBN
9780203484005, 9780714683263, 0714683264, 0203484002, 0203609220, 0203583175, 071465390X
Open Library ID
OL7800880M
Language
english
Format
PDF
Filesize
1 MB (1554611 bytes)
Edition
1
Pages
155\155
Scanned
yes
Time added
2010-02-18 13:16:04

Description

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.

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