Marketplace forces and the history of retailing : The cycle of control

Luck, Edwina M. & Patti, Charles (2004) Marketplace forces and the history of retailing : The cycle of control. In The European Institute of Retailing and Services Studies (EIRASS) Conference on Recent Advances in Retailing and Services Science Conference, July 2004, Prague. (Unpublished)

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This paper traces the history of store (retailer-controlled) and national (manufacture controlled)brands; identifies the key historical characteristics of the past 200 years of marketing history;describes the four main time periods of U.S. retail marketing (1800 - 2000); and comments on the most likely developments within the current phases of brand marketing. Will the future focus on technology and new forms of communications? The Internet exemplifies an unconventional retailing environment, with etailer numbers growing rapidly. The central proposition of this paper is that a "cycle of control" - a pattern of marketing developments within the history of retailing and national marketing communications - Can indicate the success of marketing strategies in the future.

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ID Code: 26115
Item Type: Conference Paper
Refereed: Yes
Keywords: Marketing history, history of retailing
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2004 the authors
Deposited On: 03 Jul 2009 05:33
Last Modified: 05 Jan 2011 13:52

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