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Marketing Identities: The Invention of Jewish Ethnicity in Ost Und West
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A study of the first Jewish magazine to explore ethnic identity in early twentieth-century Germany.
Marketing Identities analyzes how Ost und West (East and West), the first Jewish magazine (1901-1923) published in Berlin by westernized Jews originally from Eastern Europe, promoted ethnic identity to Jewish audiences in Germany and throughout the world. Using sophisticated techniques of modern marketing, such as stereotyping, the editors of this highly successful journal attempted to forge a...