Wedgwood's company never made porcelain during his lifetime, but specialized in fine earthenwares and stonewares that had many of the same qualities, but were considerably cheaper. He made great efforts to keep the designs of his wares in tune with current fashion. He was an early adopter of transfer printing which gave similar effects to hand-painting for a far lower cost. Meeting the demands of the consumer revolution and growth in wealth of the middle classes that helped drive the Industrial Revolution in Britain, Wedgwood is sometimes credited as the inventor of modern marketing. He pioneered direct mail, money back guarantees, self-service, free delivery, buy one get one free, and illustrated catalogues.