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Synopsis
Traces the emergence of standardized brand-name products for the mass market through corporate confrontations, shrewd financial agreements and inspirational sales programs
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About the Author
Richard S. Tedlow is the MBA Class of 1957 Professor of Business Administration at the Harvard Business School.
From Publishers 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.
Copyright 1990 Reed Business Information, Inc.
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- PublisherBasic Books
- Publication date1990
- ISBN 10 0465050239
- ISBN 13 9780465050239
- BindingHardcover
- Edition number1
- Number of pages496
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New and Improved : The Story of Mass Marketing in America
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Basic Books, Inc., Publishers, New York, 1990
ISBN 10: 0465050239
ISBN 13: 9780465050239
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