Modern marketing and advertising deeply influences the way we perceive theworld and define our identity. Yet many of todays marketing and advertisingpractices a... » 

Modern marketing and advertising deeply influences the way we perceive theworld and define our identity. Yet many of todays marketing and advertisingpractices are themselves products of earlier times. The development of brandsof advertising techniques and modern retailing are all associated with economicand business development of earlier periods. This collection of essaysconsiders the emergence of modern marketing by examining productdifferentiation and brand creation distribution and retailing strategies aswell as advertising in a range of case studies covering the United StatesContinental Europe and the United Kingdom. «