Description
This volume provides a comprehensive collection of articles which illuminate the history and development of marketing and marketing thought during the past century. The articles are international in scope, spanning a range of European countries, Japan and the US. The editors, Stanley C. Hollander and Kathleen M. Rassuli, provide an introduction to the literature followed by chapters on the history of marketing thought, the historiography of marketing, as well as chapters prepared by marketing speciality area, consumer behaviour, channels of distribution, retailing, product development, pricing and advertising, and promotion.
