ABSTRACT
Marketing has played an important role in the economic development of the first industrial nation. This chapter the period of the two World Wars and the period in between is a distinct period of consolidation. For several centuries much of the island of Britain was a province of the Roman Empire. T. R. Nevett suggests the Romans made extensive use of advertising, including advertisements written or inscribed on walls and shop signs. Ronald A. Fullerton suggests the antecedents of modern marketing fall within a period beginning approximately in 1500 and ending in 1750. He observes that early capitalist entrepreneurs were unable to create a mass market but did succeed in creating markets for luxury goods. The transport revolution of the eighteenth and nineteenth centuries, the development of a national network of canals followed by a nationwide network of railways, helped build a national market for the first time for all categories of goods.
