Adding Value (RLE Marketing) : Brands and Marketing in Food and Drink (Routledge Library Editions: Marketing)

Jones, Geoffrey (EDT)/ Morgan, Nicholas J. (EDT)

Routledge（2014/08発売）

• 製本 Hardcover:ハードカバー版／ページ数 368 p.
• 言語 ENG
• 商品コード 9781138793668
• DDC分類 658.827

Full Description

An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business strategies.

Contents

1. Brands and Marketing Part 1: Concepts and Debates 2. When and Why brand Names in Food and Drink? 3. Brands: Economic Ideology and Consumer Society 4. Brands and the Alcoholic Drinks Industry . 5. Brand Accounting in the United Kingdom Part 2: Alcoholic Drinks 6. Selling Beer in Victorian Britain 7. Marketing and Competition in Danish Brewing 8. Managing Decline: Brands and Marketing in Two Mergers, 'The Big Amalgamation' 1925 and Guinness - DCL 1986 9. The Empire Strikes Back: Marketing Australian Beer and Wine in the United Kingdom Part 3: Food and Non-Alcoholic Drinks 10. The Pause That Refreshed the World: The Evolution of Coca-Cola's Global Marketing Strategy 11. Best-Practice Marketing of Food and Health Drinks in Britain 1930-70 12. Brands and Breakfast Cereals in Britain E. J. T. Collins 13. Marketing Convenience Foods Between the Wars Part 4: Retailing 14. Multiple Retailing and Brand Image: An Anglo-American Comparison 1860-1994 15. Delivering Quality: The Role of Logistics in the Post-War Transformation of British Food Retailing