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| Author: | Fitzgerald, R. |
| Title: | Products, firms and consumption: Cadbury and the development of marketing, 1900-1939 |
| Journal: | Business history
2005 : OCT, VOL. 47:4, p. 511-531 |
| Index terms: | confectionery industry marketing history |
| Language: | eng |
| Abstract: | This paper takes a look at marketing's role in the development of the British confectionery industry by examining the history of its largest manufacturer, the Cadbury-Fry combine. It discusses key aspects of "modern" marketing at Cadbury, compares firm's and competitors' approaches and examines its case in relation to current understanding of marketing history. |
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