The Complete Tradesman: A Study of Retailing, 1550-1820

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research into diverse trade sources, Cox takes issue with the surprisingly resilient stereotype of the 'dull' and 'out of date' shopkeeper in the early modern period, showing that the retailing sector was well adapted to the social and economic needs of the day and quick to exploit new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.

Author: Nancy Cox
Publisher: Routledge
Published: 08/26/2016
Pages: 288
Binding Type: Paperback
Weight: 0.90lbs
Size: 9.21h x 6.14w x 0.60d
ISBN: 9781138249950

About the Author
Dr Nancy Cox is Honorary Research Fellow and Academic Editor/Dictionary Project at the University of Wolverhampton, UK. Previous books for Ashgate include The Complete Tradesman: A Study of Retailing, 1550-1820 and, with Karin Dannehl, Perceptions of Retailing in Early Modern England.