The Foundations of Marketing Practice

A history of book marketing in Germany

Business & Finance, Marketing & Sales, Research, Business Reference, Corporate History
Cover of the book The Foundations of Marketing Practice by Ronald A. Fullerton, Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Ronald A. Fullerton ISBN: 9781317536123
Publisher: Taylor and Francis Publication: December 22, 2015
Imprint: Routledge Language: English
Author: Ronald A. Fullerton
ISBN: 9781317536123
Publisher: Taylor and Francis
Publication: December 22, 2015
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Taylor and Francis

Cover of the book Public Expenditure Decisions in the Urban Community by Ronald A. Fullerton
Cover of the book State-Society Relations in Ba'thist Iraq by Ronald A. Fullerton
Cover of the book Mad Cow Crisis by Ronald A. Fullerton
Cover of the book The Future of European Foreign Policy by Ronald A. Fullerton
Cover of the book Confidentiality by Ronald A. Fullerton
Cover of the book Investment Banking in England 1856-1881 (RLE Banking & Finance) by Ronald A. Fullerton
Cover of the book Mineral Springs Resorts in Global Perspective by Ronald A. Fullerton
Cover of the book Digital Literary Studies by Ronald A. Fullerton
Cover of the book A Short History of English Literature by Ronald A. Fullerton
Cover of the book Creative Teaching: History in the Primary Classroom by Ronald A. Fullerton
Cover of the book Preference Organisation and Peer Disputes by Ronald A. Fullerton
Cover of the book The Great Treks by Ronald A. Fullerton
Cover of the book Cyberspace Crime by Ronald A. Fullerton
Cover of the book Innovations in Lifelong Learning by Ronald A. Fullerton
Cover of the book Social Dimensions of Sustainable Transport by Ronald A. Fullerton
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy