附註:Includes bibliographical references and index.
The emergence of modern marketing / Roy Church, Andrew Godley -- Madame Tussaud and the business of wax: marketing to the middle classes / Pamela Pilbeam -- Purposive strategy or serendipity? Development and diversification in three consumer product companies, 1918-39 / Roy Church, Christine Clark -- Closing the deal: GM's marketing dilemma and its franchised dealers, 1921-41 / Sally Clarke -- Foreign multinationals and innovation in British retailing, 1850-1962 / Andrew Godley -- Building knowledge about the consumer: the emergence of market research in the motion picture industry / Gerben Bakker -- Times change and we change with them: the German advertising industry in the Third Reich / Hartmut Berghoff.
摘要:These essays highlight important innovations in marketing whilst underlining some surprising continuities.
