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Tedlow, Richard S. New and Improved: The story of mass marketing in America
Butterworth-Heinemann Ltd June 1990 0-434-92002-9 / 9780434920020 Hardcover 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.
Price:
4500.00 JPY
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