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The Routledge Companion to Marketing History

Edited by: D.G. Brian Jones , Mark Tadajewski

Print publication date:  January  2016
Online publication date:  January  2016

Print ISBN: 9780415714181
eBook ISBN: 9781315882857
Adobe ISBN: 9781134688685

10.4324/9781315882857
 Cite  Marc Record

Book description

The Routledge Companion to Marketing History is the first collection of readings that surveys the broader field of marketing history, including the key activities and practices in the marketing process.

With contributors from leading international scholars working in marketing history, this companion provides nine country-specific histories of marketing practice as well as a broad analysis of the field, including: the histories of advertising, retailing, channels of distribution, product design and branding, pricing strategies, and consumption behavior. While other collections have provided an overview of the history of marketing thought, this is the first of its kind to do so from the perspective of companies, industries, and even whole economies.

The Routledge Companion to Marketing History ranges across many countries and industries, engaging in substantive detail with marketing practices as they were performed in a variety of historical periods extending back to ancient times. It is not to be missed by any historian or student of business.

Table of contents

Prelims Download PDF
Chapter  1:  The history of marketing practice Download PDF
Chapter  2:  Ancient and medieval marketing Download PDF
Chapter  3:  A history of consumption in the United States Download PDF
Chapter  4:  In search of the consumer Download PDF
Chapter  5:  Segmentation in practice Download PDF
Chapter  6:  A history of brand identity protection and brand marketing Download PDF
Chapter  7:  History of packaging Download PDF
Chapter  8:  Distributive orders Download PDF
Chapter  9:  The study of British retail history Download PDF
Chapter  10:  History of channels of distribution Download PDF
Chapter  11:  A history of advertising and sales promotion Download PDF
Chapter  12:  History of selling and sales management Download PDF
Chapter  13:  In search of macromarketing history Download PDF
Chapter  14:  US antitrust law and the practice of marketing Download PDF
Chapter  15:  EU competition law and the practice of marketing Download PDF
Chapter  16:  More than froth and bubble Download PDF
Chapter  17:  Marketing history in Britain Download PDF
Chapter  18:  Pre-Confederation Canadian marketing history Download PDF
Chapter  19:  A history of modern marketing in China Download PDF
Chapter  20:  Towards marketing management Download PDF
Chapter  21:  History of marketing in India Download PDF
Chapter  22:  Marketing history in Japan Download PDF
Chapter  23:  A history of Danish advertising, market research, and retailing institutions: 1920–1960 Download PDF
Chapter  24:  The history of marketing in Russia Download PDF
Index Download PDF
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