Oxford Handbooks Online : The Oxford Handbook of Business History

The Oxford Handbook of Business History Jones, Geoffrey Isidor Straus Professor of Business History, Harvard Business School Zeitlin, Jonathan Professor of Sociology, Public Affairs, Political Science, and History, University of Wisconsin-Madison Print publication date: 2008 (this edition) Print ISBN-13: 978-0-19-926368-4 Published to Oxford Handbooks Online: September 2009
17 Marketing and Distribution doi:10.1093/oxfordhb/9780199263684.003.0017 Robert Fitzgerald Abstract: Mass Consumption and Business History – The ‘Emergence’ of the Mass Market – The “Maturing” of the Mass Market – Conclusions Keywords: distribution, market, consumption, function, marketing,
Robert Fitzgerald is Reader in Business History and International Management at Royal Holloway, University of London, UK. He has a Ph.D. from the University of London. He is the author of books and numerous journal articles on labor management, business organization, and comparative and international business, as well as marketing.	Robert Fitzgerald External web page