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The Foundations of Marketing Practice: A history of book marketing in Germany (Routledge studies in the history of marketing) - Hardcover

Buch 3 von 8: Routledge Studies in the History of Marketing

Fullerton, Ronald

 
9781138848221: The Foundations of Marketing Practice: A history of book marketing in Germany (Routledge studies in the history of marketing)
Hardcover
ISBN 10: 1138848220 ISBN 13: 9781138848221
Verlag: Routledge, 2015

Inhaltsangabe

During the nineteenth century, the German book market experienced phenomenal growth, driven by German publishers' dynamic entrepreneurial attitude towards developing and distributing books. Embracing aggressive marketing on a large scale, they developed an increasing sense of what their markets wanted. Based almost entirely upon primary sources including over seventy years of trade newspapers, this is an in depth study of how and why this market developed-decades before there was any written theory about marketing. This uniquely well-researched study provides an in-depth account of how markets were developed in very sophisticated ways long before there was a formal discipline of marketing.

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Über die Autorin bzw. den Autor

Ronald A. Fullerton is an independent scholar living in Toronto, Canada, having held academic appointments around the globe including American University in Cairo, University of the South Pacific, Emory University, the University of Massachusetts, Visiting Professor at Quinnipiac University in the USA and most recently at California State University, Northridge, USA. He is editor of two collections of readings on marketing history - Research in Marketing: Explorations in the History of Marketing, and Historical Perspectives in Marketing. He has published over 100 book chapters and articles which have appeared in, among other publications, the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Macromarketing, Journal of Advertising, Marketing Theory, Journal of Consumer Behavior, Journal of Social History, and Journal of Historical Research in Marketing. He serves on the Editorial Advisory Boards of the Journal of Historical Research in Marketing, European Business Review, and Journal of Macromarketing. He holds a PhD in History from the University of Wisconsin.

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Verlag
Routledge
Erscheinungsdatum
2015
Sprache
Englisch
ISBN 10 
1138848220
ISBN 13 
9781138848221
Einband
Gebundene Ausgabe
Anzahl der Seiten
210
Kontakt zum Hersteller
preigu GmbH & Co. KG
mail@preigu.de

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