1. Introduction 2. The Fourth Phase of Marketing: Marketing History and the Business World of Today 3. Mass Marketing Motor Cars in Britain Before 1950: The Missing Dimension 4. The Rise and Fall of Mass Marketing? Food Retailing in Great Britain Since 1960 5. Marketing and Business History, in Theory and Practice 6. The Marketing of Scotch Whisky: An Historical Perspective 7. A Machine on Every Desk: The Development of the Mass Market in Computers 8. Marketing in British Banking, 1945-80 9. International Wheat Marketing in the Post-War Period: An Australian Perspective on the Era of Discriminating Buyers 10. An Economic Theory of Marketing 11. Conceptualizing an Adaptable Marketing System: The End of Mass Marketing