'Marketing consumer products before 1914, Rowntrees and Elect Cocoa' in R T P Davenport-Hines (ed), Markets and Bagmen. Studies in the history of marketing and British industrial performance, 1830-1939

Details:

Author(s) Goodall, Francis
Publication type Chapter
Year published 1986
Pages pp16-56
Publisher Gower Publishing
Place Published Aldershot

Topics:

Name Marketing inc brand & product development, distribution, etc
Name Advertising

Countries:

Library:

Name British Library
City London
County Greater London
Country England
Postcode NW1 2DB
Visit British Library's website

Groups:

Notes:

Deals with the marketing strategy, largely via advertising, of Rowntree in the development and distribution of their Elect Cocoa brand which came to dominated their output and led to spectacular growth of the firm between the 1880s and c1910, before falling away to 1914; analyses their strategy relative to Cadbury and Frys whose marketing strategies at this time showed notable differences