Rowntree and the Marketing Revolution, 1862-1969 [Hardcover]

Robert Fitzgerald (Author)

Book Description

ISBN-10: 0521435129 | ISBN-13: 978-0521435123 | Publication Date: January 27, 1995

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.

Editorial Reviews

Review

"...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.

Book Description

This business history of Rowntree, the important and well-known confectionery manufacturer, offers insights into the company and its industry, the development of managerial organization, industrial relations, restrictive practices and multinational business.

Product Details

• Hardcover: 768 pages
• Publisher: Cambridge University Press (January 27, 1995)
• Language: English
• ISBN-10: 0521435129
• ISBN-13: 978-0521435123
• Product Dimensions: 9.1 x 6.3 x 1.7 inches
• Shipping Weight: 3.3 pounds (View shipping rates and policies)
• Amazon Best Sellers Rank: #6,800,946 in Books (See Top 100 in Books)

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