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.
1. Introduction Richard S. Tedlow and Geoffrey Jones 2. The Fourth Phase of Marketing: Marketing History and the Business World of Today Richard S. Tedlow 3. Mass Marketing Motor Cars in Britain Before 1950: The Missing Dimension Roy Church 4. The Rise and Fall of Mass Marketing? Food Retailing in Great Britain Since 1960 Leigh Sparks 5. Marketing and Business History, in Theory and Practice T. A. B. Corley 6. The Marketing of Scotch Whisky: An Historical Perspective Nicholas Morgan and Michael Moss 7. A Machine on Every Desk: The Development of the Mass Market in Computers Geoffrey Tweedale 8. Marketing in British Banking, 1945-80 Margaret Ackrill 9. International Wheat Marketing in the Post-War Period: An Australian Perspective on the Era of Discriminating Buyers Greg Whitwell 10. An Economic Theory of Marketing Mark Casson 11. Conceptualizing an Adaptable Marketing System: The End of Mass Marketing