Items related to New and Improved: Story of Mass Marketing in America
In this history of mass-marketing, the author argues that the mass market for standardized, brand-name products did not arise naturally, but rather through the competitive struggles of entrepreneurs and corporations. Professor Tedlow demonstrates the way aggressive manufacturers and retailers mastered the market through shrewd franchise agreements and vast wholesaling empires and by latching on to and exploiting social upheavals such as surburbanization, the baby boom or the sexual revolution.
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About the Author:
Richard S. Tedlow is the MBA Class of 1957 Professor of Business Administration at the Harvard Business School.
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- PublisherButterworth-Heinemann Ltd
- Publication date1990
- ISBN 10 0434920029
- ISBN 13 9780434920020
- BindingHardcover
- Number of pages280
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New and Improved
Published by
Butterworth-Heinemann Ltd
(1990)
ISBN 10: 0434920029
ISBN 13: 9780434920020
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Hardcover
Quantity: 1
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Book Description Condition: Very Good. 1629378548. 1/1/0001 12:00:00 AM. Seller Inventory # U9780434920020
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New and Improved: The story of mass marketing in America
Published by
Butterworth-Heinemann Ltd
(1990)
ISBN 10: 0434920029
ISBN 13: 9780434920020
Used
Hardcover
Quantity: 1
Seller:
Rating
Book Description Hardcover. Condition: Near Fine/Near Fine. A highly collectible first edition/printing, tight clean copy, protected in a new brodart wrapper, no inscriptions, unclipped dustjacket, this is not an Ex-Lib or a BCE/BOMC edition. In this volume, Harvard business historian Tedlow charts the evolution of consumer markets in the 20th century. Using the company histories of Coca Cola, General Motors, A&P, and Sears as ongoing illustrations, the author arrives at a three-step developmental cycle of consumer markets. The cycle begins with market fragmentation, transmogrifies to mass markets, and culminates in a segmented state where individual consumer wants are king. Tedlow proposes that mass markets, driven by consumer needs, are not at all inevitable but rather are an outcome of, among other things, an entrepreneurial spirit inherent in the American character. While this book's primary appeal will be to the serious student of business history, Tedlow's readable style and provocative recounting of incidents like the Coke-Pepsi "cola wars" will provide some appeal for any thoughtful business manager. Seller Inventory # RWARE0000008556
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