1st Edition
The Development of Marketing Management The Case of the USA c. 1910-1940
By Kazuo Usui
Copyright 2008
178 Pages
by
Routledge
178 Pages
by
Routledge
Also available as eBook on:
There has been much discussion about the origin of marketing and marketing thought, and whether it was truly American in origin. Nevertheless, it is true that US marketing management thought was very influential throughout the world in the latter half of the twentieth century, becoming dominant after the Second World War. In order to recognize why and how this kind of thought developed in the USA,... Read more
Contents: Introduction; An archetype of marketing management: Butler's ideas and their background; Scientific management and sales management: the McDonaldization of sales activities; Scientific management and marketing management: 'science in business' for marketing; 'Merchandising' as a missing concept in the history of marketing management thought; The redesign movement and development of product policy: a meeting of marketers and industrial designers; Development of the idea of channel selection and distribution structure between the 2 World wars; Concluding remarks; Bibliography; Index.
Biography
Kazuo Usui is a Professor in the Faculty of Economics at Saitama University, Japan and a Visiting Professor at the University of Edinburgh, UK
