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The Rise and Fall of Mass Marketing (RLE Marketing)

The Rise and Fall of Mass Marketing (RLE Marketing)( )
Editor: Tedlow, Richard S.
Jones, Geoffrey G.
Series title:Routledge Library Editions: Marketing Ser.
ISBN:978-1-317-66300-3
Publication Date:Sep 2014
Publisher:Taylor & Francis Group
Imprint:Routledge
Book Format:Ebook
List Price:USD $52.95
Book Description:

This book provides new insights into the changes in interpretation of marketing and the evolution of marketing strategies during the twentieth century. The focus is on the development of mass marketing in the United States and the way in which more flexible and adaptable forms of marketing have increasingly been taking over. This highly international volume draws contributors from the USA, Europe and Japan, and from a variety of academic disciplines, including marketing, economics...
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