Multivolume collection by leading authors in the field

• 1. Brands and Marketing Part 1: Concepts and Debates 2. When and Why brand Names in Food and Drink? 3. Brands: Economic Ideology and Consumer Society 4. Brands and the Alcoholic Drinks Industry . 5. Brand Accounting in the United Kingdom Part 2: Alcoholic Drinks 6. Selling Beer in Victorian Britain 7. Marketing and Competition in Danish Brewing 8. Managing Decline: Brands and Marketing in Two Mergers, ‘The Big Amalgamation’ 1925 and Guinness – DCL 1986 9. The Empire Strikes Back: Marketing Australian Beer and Wine in the United Kingdom Part 3: Food and Non-Alcoholic Drinks 10. The Pause That Refreshed the World: The Evolution of Coca-Cola’s Global Marketing Strategy 11. Best-Practice Marketing of Food and Health Drinks in Britain 1930-70 12. Brands and Breakfast Cereals in Britain E. J. T. Collins 13. Marketing Convenience Foods Between the Wars Part 4: Retailing 14. Multiple Retailing and Brand Image: An Anglo-American Comparison 1860-1994 15. Delivering Quality: The Role of Logistics in the Post-War Transformation of British Food Retailing