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Rowntree and the Marketing Revolution, 1862-1969
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ISBN: 0521023785
Author: Fitzgerald, Robert
Condition: New
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.
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Rowntree and the Marketing Revolution, 1862-1969