The Rise and Fall of Mass Marketing (RLE Marketing)

The Rise and Fall of Mass Marketing (RLE Marketing)

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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 and business history. Chapters provide detailed analysis of the marketing of a range of products including cars, washing machines, food retailing, Scotch whisky, computers, financial services and wheat.Consequently, 78 per cent of processing was automated by robots and manual workers were limited to the skilled and the programming jobs for ... For example, Daikin Industrial Corporation established an airconditioner factory in this period.


Title:The Rise and Fall of Mass Marketing (RLE Marketing)
Author: Richard S. Tedlow, Geoffrey G. Jones
Publisher:Routledge - 2014-09-15
ISBN-13:

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