The Complete Tradesman: A Study of Retailing, 1550-1820
(Part of the The History of Retailing and Consumption Series)
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The Complete Tradesman redresses the relative paucity of studies on the history of retailing before 1800. Based upon extensive research into diverse trade sources, Cox takes issue with the surprisingly resilient stereotype of the 'dull' and 'out of date' shopkeeper in the early modern period, showing that the retailing sector was well adapted to the social and economic needs of the day and quick to exploit new opportunities. Chapters cover not only distribution, shop design, customer relations and networks between tradesmen, but also attitudes to retailing, official controls, and the response to novelty. By throwing light on subjects hitherto overlooked and challenging existing whiggish preoccupations with progress towards modern retailing systems, this study signals a new approach to the history of retailing. The focus is placed on assessing how far tradesmen, especially shopkeepers, satisfied and stimulated contemporary desires for consumer goods.
Format:Paperback
Language:English
ISBN:1138249955
ISBN13:9781138249950
Release Date:August 2016
Publisher:Routledge
Length:288 Pages
Weight:0.90 lbs.
Dimensions:0.6" x 6.1" x 9.2"
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