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Business in Britain in the Twentieth CenturyDecline and Renaissance?$
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Richard Coopey and Peter Lyth

Print publication date: 2009

Print ISBN-13: 9780199226009

Published to Oxford Scholarship Online: September 2009

DOI: 10.1093/acprof:oso/9780199226009.001.0001

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Marketing Management in Britain: What is the Evidence for ‘Failure’?

Marketing Management in Britain: What is the Evidence for ‘Failure’?

Chapter:
(p.168) Chapter 9 Marketing Management in Britain: What is the Evidence for ‘Failure’?
Source:
Business in Britain in the Twentieth Century
Author(s):

Robert Fitzgerald (Contributor Webpage)

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199226009.003.0010

The evidence from marketing history rarely enters into discussions of British managerial failure, and, when it does, it focuses on the operational aspects of distribution, ignoring the wider significance of marketing at many levels. This chapter examines the development of marketing and distribution in Britain more fully, and considers its changing purposes as a business function. Through international comparison, we can discover if British companies consistently failed to match trends or advanced practice elsewhere. Marketing management before 1920 and mass marketing in Britain after 1920 are discussed. The existing evidence does not reveal a failure in British marketing management, or even a harmful lag in the adoption of new approaches. It is difficult to see how poor practice in marketing might have contributed to comparative national decline over the 20th century.

Keywords:   marketing history, Britain, marketing management, mass marketiing, poor practices

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