Items related to New and Improved: Story of Mass Marketing in America
Featuring a new introduction by the author that considers the impact of technology and the electronic environment, this seminal history of mass marketing is an account of how the United States became the world's first and foremost consumer society. Considering the roles of demographic change, advances in transportation and communication, and corporate culture, Tedlow illustrates the dynamics of competition by recounting the epic confrontations between Coke and Pepsi, Ford and GM, A&P and its rivals, and Sears and Montgomery Ward. "Valuable lessons for modern marketing executives."-Business Week "New and Improved can help us understand how to make American business great again."-Vice President Al Gore
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Synopsis:
This analysis of the evolution of markets in the United States discusses the birth of national brands and the 20th-century development of mass markets. It gives examples of business competition in four major industries - soft drinks, car industry, grocery industry and general merchandise industry.
About the Author:
Richard S. Tedlow is the MBA Class of 1957 Professor of Business Administration at the Harvard Business School.
"About this title" may belong to another edition of this title.
- PublisherHarvard Business Review Press
- Publication date1996
- ISBN 10 0875846726
- ISBN 13 9780875846729
- BindingPaperback
- Number of pages528
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