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Rowntree and the Marketing Revolution, 1862 1969 Robert Fitzgerald

Rowntree and the Marketing Revolution, 1862 1969

Robert Fitzgerald

Published January 27th 1995
ISBN : 9780521435123
Hardcover
768 pages
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 About the Book 

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 timeMoreThis 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.