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The Foundations of Marketing Practice

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The Foundations of Marketing Practice Synopsis

Between 1815 and 1890, 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 a growing sense of what their markets wanted. This study, based almost entirely upon primary sources including over seventy years of trade newspapers, is an in depth account of how and why this market developed—decades before there was any written theory about marketing. This book is therefore about both marketing practice and marketing theory. It provides a uniquely well-researched account of how markets were developed in very sophisticated ways long before there was a formal discipline of marketing: for example, German publishers used segmentation at least 150 years before the first US articles on the subject appeared. Much of their experience was also shared by the UK and US book markets through international interactions between booksellers and other businessmen. All scholars of marketing will find this historical account a fascinating insight into markets and marketing, This will also be of interest to social historians, scholars of German history, book trade and book trade historians.

About This Edition

ISBN: 9780367871529
Publication date:
Author: Ronald Fullerton
Publisher: Routledge an imprint of Taylor & Francis Ltd
Format: Paperback
Pagination: 202 pages
Series: Routledge Studies in the History of Marketing
Genres: Business and Management
Economics
Market research
History of specific companies / corporate history
Behavioural economics
Sales and marketing
Publishing industry and journalism