A book review of satisfaction guaranteed by susan strasser

Like in the chicken or the egg problem, the rise of the mass market is deeply entangled with the birth of marketing and advertising disciplines.

While reconstructing the distribution chain, producers also fought on the political level, asking for more restrictive trade and commerce laws. Retailers too were forced to change by the new production regime.

The unanswered questions are how did we became consumers? These innovations were induced big changes in the consumption behaviors of American families. There was a problem adding your email address. This by no means detracts from its appeal as an introduction to the origins of mass consumerism in America, however.

Described in detail are thrifty habits of 19th-century families, who refashioned worn or used objects of every description from broken bottles could be made into funnels and bowls to tired party dresses.

Children scavenged back alleys to find castoffs, especially scrap metal, that could be sold for a few pennies. The role of advertising changed after the birth of the mass market, as producers aimed to create national markets for their newly branded products.

In conclusion, Satisfaction Guaranteed is a recommended book for anyone interested in the study of the origin of the mass market and its consequences.

In the meantime, the developing and capital intensive industrial and agricultural sectors were striving to dispose of their products on the market. Wholesalers were simple intermediaries of commodities, interested in buying at the best price and supplying their customers with continuity.

Satisfaction Guaranteed

Rummaging through the trash barrel of history has unearthed some choice, if occasionally dry, morsels of 20th-century culture. A product, also a very simple one, differs from commodity for the presence of atrademark.

Using the modern management language, companies began a process of vertical integration, assuming full control over the distribution chain and, sometimes, also of the retailing phase. By the end of the century, magazines had become the most important media for diffusion of advertising. They also depended on new technologies and systems, either material in the form of railroads that allowed for mail-order companies to flower and deliver cheaper goods through volume sales or legal, like court decisions that made corporations easier to form and much more effective at managing interstate businesses.

Prior to the Civil War, only upper class families bought artifacts produced in factories, and most of the time they were luxury goods produced abroad e. Until then, goods were produced in factories or farms, bought by large wholesalers, who distributed them to a myriad of small retailers and finally sold to consumers.

Their purpose was to inform people about the local availability of new products, often imported from abroad. Given these conditions, two factors became fundamental for the self-sustainability of the system: Covering the intersection of business practices and lifestyle, she focuses more on new approaches business management than on lifestyle, the usual center of attention, which may broaden her audience to those interested in business in general.

Often disorganized, stores were family run businesses, without strict accountability systems, where prices were set through individual negotiations with clients. Although concerned about the continuing large volume of refuse generated now, Strasser is heartened that sorting trash for disposal has been revived, this time as a moral act and not a pecuniary one.

Between andAmerican production of iron increased sevenfold, the production of paper ninefold, of oil fourfold. The new production regime required a change of the actors constituting the so called supply chain, transforming wholesalers from simple middlemen of commodities into product promoters.

Since the beginning of XIX century, advertisements were published, in dedicated sections in newspapers. And how and when did marketing determine this change? Trademarks, legally established inbecame the distinctive symbols used by producers to identify their products along the whole distribution chain.

The Making of the American Mass Market, Unlike her previous workers, however, here Strasser presents a critical business history, rather like Straight Out of the Oven or Cheap.

Questions?

Another novelty was that of the brand name or trademark, which could be used to build a reputation for quality. Starting from the mid-XIX century, Susan Strasser analyzes how consumption habits changed after the second industrial revolution.

The other fundamental factor for the sustainability of the system was distribution.A wave of consumerism followed WWII, and the current wave of recycling is an offshoot of the countercultural s, says Strasser. Although concerned about the continuing large volume of refuse generated now, Strasser is heartened that sorting trash for disposal has been revived, this time as a moral act and not a pecuniary one.

The book is amply illustrated with black and white reproductions of period ads, photographs, and cartoons.

Satisfaction Guaranteed: The Making of the American Mass Market

Source material is referenced with unnumbered endnotes; there is no separate bibliography or list of suggested readings. The book includes an index. I found reading this. In conclusion, Satisfaction Guaranteed is a recommended book for anyone interested in the study of the origin of the mass market and its consequences.

Susan Strasser

Through an extraordinary collection of case studies, Susan Strasser traces the development of our modern consumption habits. 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.

This item: Satisfaction Guaranteed: The Making of the American Mass Market by Susan Strasser Paperback $ Only 7 left in stock (more on the way). Ships from and sold by mi-centre.com(3). This book is a history of marketing when the USA was developing after the Civil War until the 's. It starts real good, but about 2/3's of the way through, it starts to drag.

I am not quite sure why/5.

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A book review of satisfaction guaranteed by susan strasser
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