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JOURNAL OF HISTORICAL RESEARCH IN MARKETING : australian marketing history, volume 3.
| Clasificación: | Libro Electrónico |
|---|---|
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
LONDON :
EMERALD Group PUBL,
2016.
|
| Colección: | Journal of Historical Research in Marketing ;
v. 8, no. 3 |
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Q88003160000C1; JHRM_8_3_Text_V01; Introduction: mapping Australian marketing history; References; "He just smiled and gave me a Vegemite sandwich"; Introduction; Vegemite, advertising and its rise to icon status in Australia; Marketing vegemite in the USA; The 1980s Australian pop culture wave; US reactions to Vegemite and Australia post-1982; Conclusion; References; The ironic marketing of heritage and nostalgia: the branding of Bushells tea, 1983-c.1990; Introduction; The family fortune; Moving on; Another grocer, another brand; Centenary celebrations; A rural renaissance.
- Teabag converts: the new market shakersUnilever steps up; Not Australian-owned; Outside endorsements; Conclusion; References; "It's time": revolution and evolution in Australian political advertising; Introduction; Official, commercial and popular nationalism; Methodology; "It's Time" for a revolution in political advertising; "Yes It's time": an evolution in political advertising; Conclusion; References; Department store innovation: David Jones Ltd., Australia, 1876-1915; Introduction; Retail innovation; The importance of context; Historical marketing and retailing literature.
- Australasian department store historyTransnational influences on Australasian department store development; Research design; Findings I: Major innovation: a store of status; Implications of 1887 store design for complex innovation; Findings II: Development of the market for homemade clothing: a suite of minor innovations; Implications of developing the market for homemade clothing, for complex innovations; Historical perspective on David Jones department store innovations; Role of transnational influences on retail innovation in David Jones; Conclusion; References.
- The Woman's Budget Bureau: friendship and consumption in AustraliaAdvertising in the budget; The Woman's Budget Bureau; Looking for friendship; The challenge of the Great Depression; Conclusion; References; Opening for business; The global pioneer; McCann Erickson
- global coloniser; Localising the global; References; Absence and the advertising historian; References; Marketing to the Big Middle: establishing Australian discount department stores; Marketing new retail formats; Discount department stores in the USA and Australia; The marketing concept.
- Leveraging established brands to encourage consumer adoption of new formatsThe transfer of public relations material to media coverage; Positioning and differentiation within the Big Middle; Conclusion; References.