'Marketing of Scotch whisky. An historical perspective' in R S Tedlow & G Jones (eds), Rise and Fall of Mass Marketing

Details:

Author(s) Morgan, Nicholas J, & Michael Moss
Publication type Chapter
Year published 1993
Pages pp116-31
Publisher Routledge
Place Published London

Topics:

Name Marketing inc brand & product development, distribution, etc

Countries:

Library:

Name British Library
City London
County Greater London
Country England
Postcode NW1 2DB
Visit British Library's website

Groups:

Notes:

Discusses issues that are particular to the history of the whisky product and its distribution, mostly through comparison with the mass marketing model proposed by Richard Tedlow; deals in turn and in detail with its three phases to find that whisky marketing history differs 'profoundly' from Tedlow's framework and attributing this to the product being 'complex and differentiated' and subject to sophisticated marketing at a particularly early date