Modern marketing and advertising deeply influence the way we in which perceive the world and define our identity. Yet many of today's marketing and advertising practices are themselves products of earlier times. The development of brands, of advertising techniques and modern retailing are all associated with economic and business development of earlier periods. This collection of essays considers the emergence of modern marketing by examining product differentiation and brand creation, distribution and retailing strategies as well as advertising in a range of case studies covering the United States, Continental Europe and the United Kingdom. It highlights important innovations in marketing whilst underlining some surprising continuities, and is a valuable reference for undergraduate and postgraduate students of marketing and advertising.

"First Published in 1999, Routledge is an imprint of Taylor & Francis, an informa company."

This book focuses on the key naval strategic objectives of obtaining and maintaining sea control. During times of war, sea control, or the ability of combatants to enjoy naval dominance, plays a crucial role in that side’s ability to attain overall victory. This book explains and analyzes in much greater detail sea control in all its complexities, and describes the main methods of obtaining and maintaining it. Building on the views of naval classical thinkers, this book utilizes historical examples to illustrate the main methods of sea control. Each chapter focuses on a particular method, including destroying the enemy forces by a decisive action, destroying enemy forces over time-attrition, containing enemy fleet, choke point control, and capturing important enemy's positions/basing area, The aim is to provide a comprehensive theory and practice of the struggle for sea control at the operational level. It should therefore provide a guide to practitioners on how to plan and conduct operational warfare at sea. The book will be of much interest to students of naval strategy, defence studies and security studies.

Reproduction of the original: Some Principles of Maritime Strategy by Julian Stafford Corbett

This is a fascinating insight into China’s strategic abilities and ambitions, probing the real depths of its plans for the twenty-first century. China's Rising Sea Power explores similarities between China’s strategic outlook today and that of earlier continental powers whose submarine fleets challenged dominant maritime powers for regional hegemony: Germany in two World Wars and the Soviet Union during the Cold War. Using insights from classical naval strategic theory, Peter Howarth examines Beijing’s strategic logic in making tactical submarines the keystone of China’s naval force structure. He also investigates the influence of Soviet naval strategy and ancient Chinese military thought on the PLA Navy’s strategic culture, contending that China’s increasingly capable submarine fleet could play a key role in Beijing’s use of force to resolve the Taiwan issue. This book will be of great interest to all students and scholars of security and strategic studies, Asian politics, geopolitics and military (naval) strategy.

From the sinking of the British passenger liner Athenia on September 3, 1939, by a German U-boat (against orders) to the Japanese surrender on board the Missouri on September 2, 1945, War at Sea covers every major naveal battle of World War II. "A first-rate work and the best history of its kind yet written".--Vice Admiral William P. Mack, U.S.N. (Ret.). 30 photos.

While the overriding image of the First World War is of the bloody stalemate on the Western Front, the overall shape of the war arose out of its maritime character. It was essentially a struggle about access to worldwide resources, most clearly seen in Germany’s desperate attempts to counter the American industrial threat, which ultimately drew the United States into the war. This radical new book concentrates on the way in which each side tried to use or deny the sea to the other, and in so doing describes rapid wartime changes not only in ship and weapons technology but also in the way naval warfare was envisaged and fought. Melding strategic, technical, and tactical aspects, Friedman approaches the First World War from a fresh perspective and demonstrates how its perceived lessons dominated the way navies prepared for the Second World War.

This new textbook offers the reader an accessible introduction to the study of modern naval warfare, providing a thorough grounding in the vocabulary, concepts, issues, debates and relevant history. Navies operate in an environment that most people do not understand and that many avoid. They are equipped with a bewildering range of ships, craft and other vessels and types of equipment whose purpose is often unclear. Writings on naval warfare are usually replete with references to obscure concepts explained in arcane language that can serve as an effective barrier to understanding. It is the objective of this book to cut through the obscure and the arcane to offer a clear, coherent and accessible guide to the key features of naval warfare that will equip the reader with the knowledge and understanding necessary for a sophisticated engagement with the subject. Understanding Naval Warfare is divided into two key parts. The first focuses on concepts of naval warfare and introduces readers to the key concepts and ideas associated with the theory and practice of naval operations. The second part focuses on the conduct of war at sea, and also on peacetime roles for contemporary navies. This section concludes with a chapter that looks ahead to the likely future of naval warfare, assessing whether navies are likely to be more or less useful than in the past. This textbook will be essential reading for students of naval warfare, seapower and maritime security, and highly recommended for students of military history, strategic studies and security studies in general.

The War for England's Shores examines the Kriegsmarine’s S-Boat offensive along the English Channel and the North Sea from 1940 to 1945, together with British (later Allied) responses to nullify that threat. The campaign against the convoys running along the coast of Britain has been overlooked by historians. Swift and armed with torpedoes and mines, the S-Boat posed a serious threat to the convoys forced to run along the British coast as often as six days out of every seven. Using an array of archival materials from Britain, Germany, and the United States, The War for England’s Shores examines why the Germans failed to make the most of this opportunity to disrupt the British war economy. G. H. Bennett analyzes how the British slowly nullified the threat by embracing new technologies and developing a system of sea control to gradually force the German S-Boat arm to transition from offensive action against Britain's coastal convoys to the defensive posture of waiting for an invasion of France. Considering the war along Britain's coastal convoy routes in the context of twenty-first-century interest in littoral warfare, this work has vital, current appeal using the German S-Boat campaign of 1940 to 1945 to offer significant and surprising new insights.