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New and Improved: The Story of Mass Marketing in America
In a fascinating history of corporate combat, Tedlow recounts the path America chose to become the world's first and foremost consumer society. He describes the confrontations between Coke and Pepsi, Ford and GM, Sears and Montgomery Ward, and others.
- GenresBusiness
528 pages, Paperback
First published January 1, 1990
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Displaying 1 of 1 review
February 11, 2015
The work has four big, chunky chapters of about 80 pages each, bookended by introduction and conclusion. Each of the four big chapters takes on an in-depth case study of a giant of American industry and distribution: Coca-Cola, Ford vs GM, A&P vs other grocers, and Sears vs other retailers.
The book is very much worthwhile -- it thoroughly viewed the economic trends and the personalities that shaped each of these enterprises, situating their rise -- and sometimes fall -- in the context of historical and demographic trends.
I walk away with a deeper appreciation of Walmart's role in history, with A&P and Sears pioneering the distribution systems and hard discounting ahead of it. Similarly, the Coca-Cola story was interesting to see from the author's perspective -- with particular emphasis on availability of roads to create a distribution system and then of radio to support national advertising campaigns.
The sheer scale of Ford's specialization and its dominance with Model T were impressive to behold, as was the strength of Sloan's attack on ford's weakest point with GM's ever-changing, "fashion" styled and segmented by income car models.
The notion of emergence of specialized, demographic and psychographic targeting is another well developed and supported theme of the book.
It's remarkable that Sears, in its 1920s form of large anchor stores with ample parking, still exists today, although it is very much looking for the path to adapt to the retailing realities of the 21st century.
I recommend the book, settling on four stars for the high amount of detail to high level insights -- although I definitely think the detail helps give credence to the high level points.
The book is very much worthwhile -- it thoroughly viewed the economic trends and the personalities that shaped each of these enterprises, situating their rise -- and sometimes fall -- in the context of historical and demographic trends.
I walk away with a deeper appreciation of Walmart's role in history, with A&P and Sears pioneering the distribution systems and hard discounting ahead of it. Similarly, the Coca-Cola story was interesting to see from the author's perspective -- with particular emphasis on availability of roads to create a distribution system and then of radio to support national advertising campaigns.
The sheer scale of Ford's specialization and its dominance with Model T were impressive to behold, as was the strength of Sloan's attack on ford's weakest point with GM's ever-changing, "fashion" styled and segmented by income car models.
The notion of emergence of specialized, demographic and psychographic targeting is another well developed and supported theme of the book.
It's remarkable that Sears, in its 1920s form of large anchor stores with ample parking, still exists today, although it is very much looking for the path to adapt to the retailing realities of the 21st century.
I recommend the book, settling on four stars for the high amount of detail to high level insights -- although I definitely think the detail helps give credence to the high level points.
Displaying 1 of 1 review