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Smithsonian, Oct 17, 2004 - Business & Economics - 339 pages
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This sweeping history provides the reader with a better understanding of America’s consumer society, obsession with shopping, and devotion to brands. Focusing on the advertising campaigns of Coca-Cola, Kellogg’s, Wrigley’s, Gillette, and Kodak, Strasser shows how companies created both national brands and national markets. These new brands eventually displaced generic manufacturers and created a new desire for brand-name goods. The book also details the rise and development of department stores such as Macy’s, grocery store chains such as A&P and Piggly Wiggly, and mail-order companies like Sears Roebuck and Montgomery Ward.

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Satisfaction guaranteed: the making of the American mass market

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Strasser, who also has written a history of housework ( Never Done , LJ 5/1/81), explains how advertising techniques developed in the early years of this century, especially the brand-name concept ... Read full review

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About the author (2004)

Susan Strasser teaches history at the University of Delaware. Her books include Waste and Want: A Social History of Trash. She lives in Washington, DC.

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