Abstract
Today, firms have two generic strategic choices when pursuing profit maximisation: sell at low price to secure high volume, or produce distinctive goods in smaller volumes but with a large margin. In addition to these broad strategic options, branding is becoming more significant, opportunities to pursue niche strategies are more widely available, and greater attention is being devoted to quality of service and loyalty schemes. None of these developments is new. They have been evident to varying degrees and in different forms since a recognisably modern form of consumer society arose in the USA, Britain and Australia early in this century (consumerism appeared in Japan after 1950).
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Further Reading
Dicke, T.S. (1992) Franchising in America (Chapel Hill: The University of North Carolina Press).
Jefferys, J.B. (1954) Retail Trading in Britain, 1850–1950 (Cambridge: Cambridge University Press).
Marchand, R. (1985) Advertising the American Dream (Berkeley: University of California Press).
Partner, S. (2000) ‘Brightening Country Lives: Selling Electrical Goods in the Japanese Countryside, 1950–1970’, Enterprise and Society, 1 (4).
Shammas, C. (1990) The Pre-industrial Consumer in England and America (Oxford: Clarendon Press).
Strasser, S (1989) Satisfaction Guaranteed: The Making of the Mass Market (New York: Pantheon Books).
Tedlow, R.S. (1990) New and Improved: The Story of Mass Marketing in America (New York: Basic Books).
Wilkins, M. (1992) ‘The Neglected Intangible Asset: The Influence of the Trade Mark on the Rise of the Modern Corporation’, Business History, 34 (1).
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© 2002 Gordon Boyce and Simon Ville
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Boyce, G., Ville, S. (2002). Marketing. In: The Development of Modern Business. Palgrave, London. https://doi.org/10.1007/978-1-137-12008-3_7
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DOI: https://doi.org/10.1007/978-1-137-12008-3_7
Publisher Name: Palgrave, London
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