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Cultural resistance and the gradual emergence of modern marketing and retailing practices in Spain, 1950-1975

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  • Jose Luis Garcia Ruiz

Abstract

The backwardness and autarky of early Francoism explain why Spain failed to enter the age of mass consumption before the late 1960s. The modernization of commercial practices lagged behind the rapid growth in income per capita. This article examines the different ways in which modern marketing methods were introduced in Spain during the 1950s and the 1960s. It demonstrates that marketing as both concept and practice faced fierce cultural resistance, manifest in the derided image of the salesman and an enduring distrust of advertising.

Suggested Citation

  • Jose Luis Garcia Ruiz, 2007. "Cultural resistance and the gradual emergence of modern marketing and retailing practices in Spain, 1950-1975," Business History, Taylor & Francis Journals, vol. 49(3), pages 367-384.
    • Handle: RePEc:taf:bushst:v:49:y:2007:i:3:p:367-384
    DOI: 10.1080/00076790701295029
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    References listed on IDEAS

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    1. Prados de la Escosura Leandro, 2003. "El progreso económico de España (1850-2000)," Books, Fundacion BBVA / BBVA Foundation, edition 1, number 201136, October.
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    Cited by:

    1. Maixe-Altes, J. Carles & Castro Balaguer, Rafael, 2013. "Structural Change in Distribution Markets in Peripheral Europe: Spanish Food Retailing, 1950-2007," MPRA Paper 49570, University Library of Munich, Germany.
    2. Sáiz, Patricio & Fernández, Paloma, 2009. "Intangible assets and competitiveness in Spain: an approach based on trademark registration data in Catalonia (1850-1946)," Working Papers in Economic History 2009/01, Universidad Autónoma de Madrid (Spain), Department of Economic Analysis (Economic Theory and Economic History).

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