New and improved : the story of mass marketing in America
著者
書誌事項
New and improved : the story of mass marketing in America
Harvard Business School Press, c1996
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注記
Previously published: New York : Basic Books, 1990
Includes bibliographical references (p. [443]-468) and index
内容説明・目次
内容説明
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.
目次
- 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.
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