MARC Record from marc_columbia

LEADER: 04343cam a2200649Ii 4500
001 15109192
005 20220627131033.0
006 m o d
007 cr |n|||||||||
008 151225s2016 enk ob 001 0 eng d
035 $a(OCoLC)ocn933449961
035 $a(NNC)15109192
040 $aYDXCP$beng$epn$cYDXCP$dN$T$dOCLCO$dOCLCF$dOCLCO$dOCL$dTYFRS$dOCLCO$dOCLCQ$dOCLCO$dUAB$dU3W$dBUF$dOCLCQ$dINT$dOCLCQ$dLEAUB$dOCLCQ$dK6U$dOCLCO$dFAU$dOCLCO
019 $a933433261
020 $a9781317536123$q(electronic bk.)
020 $a1317536126$q(electronic bk.)
020 $a9781315726151
020 $a1315726157
020 $z1138848220
020 $z9781138848221
035 $a(OCoLC)933449961$z(OCoLC)933433261
037 $a4219476$bProquest Ebook Central
043 $ae-gx---
050 4 $aZ285.6$b.F85 2016
072 7 $aBUS$x073000$2bisacsh
072 7 $aBUS$x043000$2bisacsh
072 7 $aBUS$x058000$2bisacsh
082 04 $a381/.45002094309034$223
049 $aZCUA
100 1 $aFullerton, Ronald A.,$eauthor.
245 10 $aFoundations of marketing practice :$ba history of book marketing in Germany /$cRobert A. Fullerton.
260 $aLondon :$bRoutledge, Taylor & Francis Group,$c2016.
300 $a1 online resource
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
490 1 $aRoutledge studies in the history of marketing
588 0 $aOnline resource; title from PDF title page (EBSCO, viewed January 12, 2016).
504 $aIncludes bibliographical references and index.
505 0 $a1. Separate, distinct, both sluggish : the German book markets at the close of the Napoleonic Wars, 1815-1820 -- 2. The regular book market explodes, 1820-1843 -- 3. Engines of growth : dynamic and entrepreneurial marketing, 1820-1843 -- 4. The mass book market, 1820-1870 -- 5. The decline and recovery of the regular trade, 1843-1866 -- 6. The book market of the regular trade at mid-century, 1843-1866 -- 7. Good times, 1867-1888 : the middle and upper class book market after mid-century -- 8. The mass book market explodes, 1870-1890.
520 $aBetween 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.
650 0 $aBooks$zGermany$xMarketing$xHistory$y19th century.
650 0 $aBook industries and trade$zGermany$xHistory$y19th century.
650 6 $aLivres$xIndustrie$zAllemagne$xHistoire$y19e siècle.
650 7 $aBUSINESS & ECONOMICS$xCommerce.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xMarketing$xGeneral.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xSales & Selling$xGeneral.$2bisacsh
650 7 $aBook industries and trade.$2fast$0(OCoLC)fst00836171
650 7 $aBooks$xMarketing.$2fast$0(OCoLC)fst00836426
651 7 $aGermany.$2fast$0(OCoLC)fst01210272
648 7 $a1800-1899$2fast
655 0 $aElectronic books.
655 4 $aElectronic books.
655 7 $aHistory.$2fast$0(OCoLC)fst01411628
830 0 $aRoutledge studies in the history of marketing.
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio15109192$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS