The Foundations of Marketing Practice: A history of book marketing in Germany (Routledge Studies in the History of Marketing) - Tapa dura

Libro 3 de 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)
Tapa dura
ISBN 10: 1138848220 ISBN 13: 9781138848221
Editorial: Routledge, 2015

Sinopsis

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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Acerca del 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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Editorial
Routledge
Año de publicación
2015
Idioma
Inglés
ISBN 10 
1138848220
ISBN 13 
9781138848221
Encuadernación
Tapa dura
Número de edición
1
Número de páginas
210
Contacto del fabricante
no disponible
Persona responsable
gpsr@libri.de
gpsr@libri.de

Europaallee 1
Bad Hersfeld
36244
Alemania

Otras ediciones populares con el mismo título

9780367871529: The Foundations of Marketing Practice: A history of book marketing in Germany (Routledge Studies in the History of Marketing)

Edición Destacada

ISBN 10:  0367871521 ISBN 13:  9780367871529
Editorial: Routledge, 2019
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