New and improved : the story of mass marketing in America

Author(s)

• Tedlow, Richard S.

Bibliographic Information

New and improved : the story of mass marketing in America

Richard S. Tedlow

Harvard Business School Press, c1996

Note

Previously published: New York : Basic Books, 1990

Includes bibliographical references (p. [443]-468) and index

Description and Table of Contents

Description

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.

Table of Contents

• The all-consuming century - the making of the American emporium
• the great Coca Cola wars - Coke versus Pepsi
• putting American on wheels - Ford versus General Motors
• stocking American pantries - the rise and fall of A bringing the mass market home - Sears, Montgomery Ward and their newer rivals
• secrets of success - modern marketing in historical perspective. Appendices: a comparison of chain and independent grocery operations
• excerpts from Michael J. Cullen's letter to the President of Kroger.

by "Nielsen BookData"

Details

• NCID: BA28247433
• ISBN:
  • 0875846726
• LCCN: 95042640
• Country Code: us
• Title Language Code: eng
• Text Language Code: eng
• Place of Publication: Boston, Mass
• Pages/Volumes: xxx, 483 p.
• Size: 24 cm
• Classification:
  • LCC : HF5415.1
  • DC20 : 381/.0973
• Subject Headings:
  • LCSH : Marketing -- United States -- History
  • LCSH : Marketing -- United States -- Case studies