New and Improved_图书大全
New and Improved
副标题: The Story of Mass Marketing in America
ISBN: 9780875846729
出版社: Harvard Business School Press
出版年: 1996-2-1
页数: 528
定价: GBP 14.99
装帧: Paperback
内容简介
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.
Traces the emergence of standardized brand-name products for the mass market through corporate confrontations, shrewd financial agreements and inspirational sales programs.
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.
作者简介
Richard S. Tedlow is the MBA Class of 1949 Professor of Business Administration at Harvard Business School, where he is a specialist in the history of business.
目录
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.
