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| Author: | Ruiz, J.L.G. |
| Title: | Cultural resistance and the gradual emergence of modern marketing and retailing practices in Spain, 1950-1975 |
| Journal: | Business history
2007 : MAY, VOL. 49:3, p. 367-384 |
| Index terms: | marketing advertising consumption retailing culture history Spain |
| Language: | eng |
| Abstract: | The era of Francoism explains why Spain failed to enter the age of mass consumption before the late 1960s. This article examines the different ways in which modern marketing methods were introduced in Spain during the 1950s and the 1960s. It is demonstrated that marketing as both concept and practice faced fierce cultural resistance etc. |
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