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research into diverse trade sources, Cox takes issue with the surprisingly resilient stereotype of the ''dull'' and ''out of date'' shopkeeper in the early modern period, showing that the retailing sector was well adapted to the social and economic needs of the day and quick to exploit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