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Creating the Nazi Marketplace: Commerce and Consumption in the Third Reich
     

Creating the Nazi Marketplace: Commerce and Consumption in the Third Reich

by S. Jonathan Wiesen
 

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ISBN-10: 0521762537

ISBN-13: 9780521762533

Pub. Date: 11/22/2010

Publisher: Cambridge University Press

When the Nazis came to power in 1933, they promised to build a vibrant consumer society. But they faced a dilemma. They recognized that consolidating support for the regime required providing Germans with the products they desired. At the same time, the Nazis worried about the degrading cultural effects of mass consumption and its association with "Jewish"

Overview

When the Nazis came to power in 1933, they promised to build a vibrant consumer society. But they faced a dilemma. They recognized that consolidating support for the regime required providing Germans with the products they desired. At the same time, the Nazis worried about the degrading cultural effects of mass consumption and its association with "Jewish" interests. This book examines how both the state and private companies sought to overcome this predicament. Drawing on a wide range of sources - advertisements, exhibition programs, films, consumer research, and marketing publications - the book traces the ways National Socialists attempted to create their own distinctive world of buying and selling. At the same time, it shows how corporate leaders and everyday Germans navigated what S. Jonathan Wiesen calls "the Nazi marketplace." A groundbreaking work that combines cultural, intellectual, and business history, Creating the Nazi Marketplace offers an innovative interpretation of commerce and ideology in the Third Reich.

Product Details

ISBN-13:
9780521762533
Publisher:
Cambridge University Press
Publication date:
11/22/2010
Pages:
294
Product dimensions:
6.20(w) x 9.10(h) x 0.90(d)

Table of Contents

Introduction; 1. National Socialism and the market; 2. Commerce for the community: advertising, marketing, and public relations in Hitler's Germany; 3. Rotary clubs, consumption, and the Nazis' achievement community; 4. Finding the 'voice of the consumer': the Society for Consumer Research in the 1930s; 5. World War II and the virtuous marketplace; Conclusion.

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