MARKETING (The International Library of Critical Writings in Business History series) - Hardcover

Hardcover

ISBN 10: 1852786019 ISBN 13: 9781852786014

Publisher: Edward Elgar Publishing Ltd, 1993

Synopsis

The last decade has witnessed a burgeoning interest in the history of marketing. This authoritative two volume set provides a comprehensive collection of important articles which illuminate the history and development of marketing and marketing thought during the past century. A unique reference tool, this book will be indispensable to marketing researchers and others interested in marketing history. The articles contained within its covers are international in scope, spanning a range of European countries, Japan and the US.

This major new collection of articles was compiled and edited by Stanley C. Hollander - eminent marketing historian - and Kathleen M. Rassuli. The editors provide an introduction to the literature followed by chapters on the history of marketing thought, the historiography of marketing as well as chapters prepared by marketing speciality area, consumer behaviour, channels of distribution, retailing, product development, pricing and advertising, and promotion.

About this title

About the Author

Edited by the late Stanley C. Hollander, Formerly Emeritus and Adjunct Professor, Department of Marketing and Logistics, Michigan State University and late Stanley C. Hollander, Formerly Purdue University, Fort Wayne, US

Edition details

• Publisher: Edward Elgar Publishing Ltd
• Publication date: 1993
• Language: English
• ISBN 10: 1852786019
• ISBN 13: 9781852786014
• Binding: Hardcover
• Number of pages: 1336
• Editor: Hollander Stanley C., Rassuli Kathleen M.