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B2B or B2C? Dutch approaches towards marketing and the consumer, 1945-1968, with particular attention to Heineken’s Brewery

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  • Additional Information
    • Publication Information:
      Utrecht University Library Open Access Journals (Publishing Services), 2017.
    • Publication Date:
      2017
    • Abstract:
      In this article I analyse how Dutch companies approached the consumers and marketing during the years 1945-1968, a period during which the Netherlands became a ‘consumer society’. In the first part I examine articles in the Dutch journal Tijdschrift voor Efficiëntie en Documentatie (ted, or Journal for Efficiency and Documentation), a leading management periodical. This examination shows how new ideas from abroad were taken up and disseminated in the Netherlands by both management consultants and large producers of consumer goods such as Unilever and Philips. In the second part of this article I take a closer look at Heineken’s brewery, drawing on the company’s archives. Heineken closely followed the ideas afloat at the time and put them intopractice. However, the Heineken case also shows the different approaches necessary for business-to-consumer (b2c) and business-to-business (b2b) relationships. The second type of relationships deserves more attention from historians. This article is part of the special issue on consumption history.
    • File Description:
      electronic resource
    • ISSN:
      0165-0505
      2211-2898
    • Relation:
      https://www.bmgn-lchr.nl/articles/10397; https://doaj.org/toc/0165-0505; https://doaj.org/toc/2211-2898
    • Accession Number:
      10.18352/bmgn-lchr.10397
    • Rights:
      Journal Licence: CC BY-NC
    • Accession Number:
      edsdoj.786a4990c1584ea2b7e3686dcdedf4a0
  • Citations
    • ABNT:
      KEETIE SLUYTERMAN. B2B or B2C? Dutch approaches towards marketing and the consumer, 1945-1968, with particular attention to Heineken’s Brewery. BMGN: Low Countries Historical Review, [s. l.], v. 132, n. 3, p. 11–36, 2017. DOI 10.18352/bmgn-lchr.10397. Disponível em: http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsdoj&AN=edsdoj.786a4990c1584ea2b7e3686dcdedf4a0&custid=s8280428. Acesso em: 6 ago. 2020.
    • AMA:
      Keetie Sluyterman. B2B or B2C? Dutch approaches towards marketing and the consumer, 1945-1968, with particular attention to Heineken’s Brewery. BMGN: Low Countries Historical Review. 2017;132(3):11-36. doi:10.18352/bmgn-lchr.10397.
    • AMA11:
      Keetie Sluyterman. B2B or B2C? Dutch approaches towards marketing and the consumer, 1945-1968, with particular attention to Heineken’s Brewery. BMGN: Low Countries Historical Review. 2017;132(3):11-36. doi:10.18352/bmgn-lchr.10397
    • APA:
      Keetie Sluyterman. (2017). B2B or B2C? Dutch approaches towards marketing and the consumer, 1945-1968, with particular attention to Heineken’s Brewery. BMGN: Low Countries Historical Review, 132(3), 11–36. https://doi.org/10.18352/bmgn-lchr.10397
    • Chicago/Turabian: Author-Date:
      Keetie Sluyterman. 2017. “B2B or B2C? Dutch Approaches towards Marketing and the Consumer, 1945-1968, with Particular Attention to Heineken’s Brewery.” BMGN: Low Countries Historical Review 132 (3): 11–36. doi:10.18352/bmgn-lchr.10397.
    • Harvard:
      Keetie Sluyterman (2017) ‘B2B or B2C? Dutch approaches towards marketing and the consumer, 1945-1968, with particular attention to Heineken’s Brewery’, BMGN: Low Countries Historical Review, 132(3), pp. 11–36. doi: 10.18352/bmgn-lchr.10397.
    • Harvard: Australian:
      Keetie Sluyterman 2017, ‘B2B or B2C? Dutch approaches towards marketing and the consumer, 1945-1968, with particular attention to Heineken’s Brewery’, BMGN: Low Countries Historical Review, vol. 132, no. 3, pp. 11–36, viewed 6 August 2020, .
    • MLA:
      Keetie Sluyterman. “B2B or B2C? Dutch Approaches towards Marketing and the Consumer, 1945-1968, with Particular Attention to Heineken’s Brewery.” BMGN: Low Countries Historical Review, vol. 132, no. 3, Sept. 2017, pp. 11–36. EBSCOhost, doi:10.18352/bmgn-lchr.10397.
    • Chicago/Turabian: Humanities:
      Keetie Sluyterman. “B2B or B2C? Dutch Approaches towards Marketing and the Consumer, 1945-1968, with Particular Attention to Heineken’s Brewery.” BMGN: Low Countries Historical Review 132, no. 3 (September 1, 2017): 11–36. doi:10.18352/bmgn-lchr.10397.
    • Vancouver/ICMJE:
      Keetie Sluyterman. B2B or B2C? Dutch approaches towards marketing and the consumer, 1945-1968, with particular attention to Heineken’s Brewery. BMGN: Low Countries Historical Review [Internet]. 2017 Sep 1 [cited 2020 Aug 6];132(3):11–36. Available from: http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsdoj&AN=edsdoj.786a4990c1584ea2b7e3686dcdedf4a0&custid=s8280428