New and Improved: The Story of Mass Marketing in America

Overview

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. 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...
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Overview

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. 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. "Valuable lessons for modern marketing executives."-Business Week "New and Improved can help us understand how to make American business great again."-Vice President Al Gore

A noted Harvard business historian provides an enthralling account of how America became the world's first and foremost consumer society.

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Editorial Reviews

Publishers Weekly - Publisher's Weekly
It is a truism that successful firms change with the times, responding to the marketplace and to the competition. This central theme is driven home with pith and historical perspective in an exhaustive, lively casebook that is especially timely in light of the reported near-bankruptcy of many of the nation's top retailers. Prime examples of companies that have lost their way, on Tedlow's scorecard, are ``honest, clunky old'' Sears Roebuck, too slow to adjust to a world of market segmentation and competitive discounters, and A & P, which ``kept trying to sell everybody everything'' with its own name-brand products while specialty stores and local chains scored big with nationally distributed brands. Harvard Business School associate professor Tedlow also draws marketing lessons in studies of how Coca-Cola bested Pepsi and how General Motors vanquished Ford, only to succumb to the disarray and entropy that grips America's industrial heartland. (Apr.)
Library Journal
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. --Gene R. Laczniak, Marquette Univ., Milwaukee
Booknews
A history of corporate combat. Tedlow (Harvard Business School) argues that the mass market for standardized, brandname products did not arise naturally, but rather through the competitive struggles of entrepreneurs and corporations. The heart of his book comprises four case studies--the confrontations between Coke and Pepsi; Ford and GM; A&P and its supermarket rivals; and Sears and Montgomery Ward. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780465050246
  • Publisher: Basic Books
  • Publication date: 7/16/1991
  • Pages: 496

Table of Contents

Preface
Acknowledgments
Introduction
1 The All-Consuming Century: The Making of the American Emporium 3
2 The Great Cola Wars: Coke vs. Pepsi 22
3 Putting America on Wheels: Ford vs. General Motors 112
4 Stocking America's Pantries: The Rise and Fall of A&P 182
5 Bringing the Mass Market Home: Sears, Montgomery Ward, and Their Newer Rivals 259
6 Secrets of Success: Modern Marketing in Historical Perspective 344
Appendix A: A Comparison of Chain and Independent Grocery Operations 377
Appendix B: Excerpts from Michael J. Cullen's letter to the President of Kroger, 1930 381
Notes 385
Bibliography 443
Index 469
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