The market makers: creating mass markets for consumer durables in inter-war Britain
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford
Oxford University Press
2017
|
| Ausgabe: | First edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xviii, 367 Seiten Illustrationen, Diagramme 24 cm |
| ISBN: | 9780198783817 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804177921116471296 |
|---|---|
| adam_text | CONTENTS
LIST
OF
ILLUSTRATIONS
XV
LIST
OF
TABLES
XVII
LIST
OFABBREVIATIONS
AND
NOTE
ON
CURRENCY
XIX
1.
INTRODUCTION
I
CREATING
MASS
MARKETS
3
UNPICKING
THE
CHAIN
OF
DESIGN,
PRODUCTION,
MARKETING,
AND
PROFITS
4
THE
STRUCTURE
OF
THIS
BOOK
6
RECONSTRUCTING
THE
INTER-WAR
CONSUMER
DURABLES
REVOLUTION
9
2.
THE
ECONOMIC
AND
SOCIAL
BACKGROUND
TO THE
CONSUMER
DURABLES REVOLUTION
11
INTRODUCTION
11
REAL
WAGES
AND
HOUSEHOLD INCOMES
11
MAKING
HIGH VALUE DURABLES
AFFORDABLE :
THE
EXPANSION
OF
`EASY
TERMS
15
A PROFILE
OF
THE
BRITISH INTER-WAR `CONSUMER
DURABLES
REVOLUTION
23
DRIVERS
OF
DURABLES
SPENDING-STATUS,
`RESPECTABILITY ,
AND
CONSPICUOUS
CONSUMPTION
33
CONCLUSIONS
36
PART
I.
`NECESSITIES
OF
LIFE -CREATING
MASS
MARKETS
IN NEW
FURNITURE
AND
OWNER-OCCUPIED
HOUSING
3. FURNITURE:
BRITAIN S
FIRST
MASS-MARKETED
CONSUMER
DURABLE
41
INTRODUCTION
41
PRODUCTION SYSTEMS
AND
VALUE
CHAINS
42
THE
MARKET
AND
THE
MULTIPLES
47
CREATING
A
MASS
MARKET:
`MR
DRAGE
MEETS
`MR
EVERYMAN
53
THE `SMART
ALTERNATIVE:
LIFESTYLE
MARKETING
58
IMPACTS
ON
CONSUMPTION
AND
WELFARE
62
`CUT-THROAT
COMPETITION,
INSTABILITY,
AND
MIS-SELLING
64
CONCLUSIONS
68
4.
A
HOME
OF
ONE S
OWN:
MARKETING
OWNER-OCCUPATION
69
INTRODUCTION
69
LAYING
THE
FOUNDATIONS
OF
THE
1930S
HOUSING
BOOM: THE
FIRST
WORLD
WAR
AND
THE
1920S
MUNICIPAL
SEMI
71
THE
HOUSING
PRODUCTION
PROCESS
AND
VALUE
CHAIN
73
THE
PRODUCT
76
THE
MARKETING
CAMPAIGN
80
$
B1IOTHEK
DEUTSCHES
MUSEUM
HLUENCHE A
XII
CONTENTS
THE
BATTLE
FOR
CONTROL
OF
THE
VALUE
CHAIN
AND
THE
CONSEQUENCES
FOR
THE
CONSUMER
88
CONCLUSIONS
93
PART II.
CREATING MASS MARKETS IN
ELECTRONIC
ENTERTAINMENT
CONSUMER
DURABLES
5.
AMERICA S ROUTE
TO
A
MASS MARKET
IN
RADIO
101
INTRODUCTION 101
THE
KEY ROLE
OF
PATENTS
102
PRODUCTION METHODS
AND
INDUSTRY
STRUCTURE
104
ESTABLISHING
VALUE
CHAINS
IN
RADIO 108
MANUFACTURERS MARKETING
AND
DEALER
SUPPORT STRATEGIES
112
THE
RADIO DEALER 117
TAKING
RADIO
TO THE
PROSPECT S
HOME 119
THE
DEPRESSION,
THE
`MIDGET ,
AND
THE
TRANSFORMATION
OF
RADIO VALUE
CHAINS
122
CONCLUSIONS
129
6. BRITAIN S INTER-WAR RADIO INDUSTRY 131
INTRODUCTION 131
BRITAIN S
BROADCASTING
SYSTEM 132
PRODUCTION
SYSTEMS
AND
INDUSTRY
STRUCTURE
136
PATENT ROYALTIES
AND
BRITAIN S DISTINCTIVE PATH
OF
RADIO
INNOVATION
142
RESTRUCTURING VALUE
CHAINS
IN
THE
1930S
148
A
PEOPLE S
RADIO?
153
CONCLUSIONS 156
7.
BRITISH RADIO
MARKETING,
DISTRIBUTION,
AND
RETAILING
158
INTRODUCTION
158
THE
RADIO
VALUE
CHAIN 158
VISUALLY
DIFFERENTIATING
THE
BRAND-CABINET DESIGN 160
COMMUNICATING
THE
BRAND
TO
THE
PUBLIC-MANUFACTURER
ADVERTISING
164
THE
BRITISH RADIO
DEALER
169
PROMOTING
THE
BRAND
TO
THE
TRADE 170
ALTERNATIVES
TO
PURCHASE:
WIRELESS
RELAY
SERVICES
AND
RADIO RENTALS
176
CONCLUSIONS
179
PART III.
TOWARDS
A MASS MARKET
IN WHITE GOODS
8. BRINGING POWER
TO THE
PEOPLE: MARKETING ELECTRIC
AND
GAS LABOUR-SAVING APPLIANCES
183
INTRODUCTION
183
PRODUCTION
SYSTEMS
AND
VALUE CHAINS 184
CONTENTS
XIII
THE
PRODUCTS
188
EASY
TERMS
FOR
POWER
AND
APPLIANCES
193
CREATING
NATIONAL BRANDS
FOR
FRAGMENTED
UTILITY PROVIDERS 197
DEMONSTRATING APPLIANCES-SHOWROOMS,
EXHIBITIONS,
AND
CANVASSING
201
CONCLUSIONS 205
9.
THE
HARD SELL: MARKETING
VACUUM
CLEANERS
IN
THE
UNITED STATES
207
INTRODUCTION
207
PATENTS,
TRADE
ASSOCIATIONS,
AND
THE
RESTRICTION
OF
COMPETITION
208
PRODUCTION
SYSTEMS,
VALUE
CHAINS,
AND
INDUSTRY
STRUCTURE
210
MARKETING
AND
DISTRIBUTION
217
DOOR-TO-DOOR SELLING 219
SALES
STRATEGY
DURING
THE
DEPRESSION
AND
ITS
AFTERMATH
225
CONCLUSIONS
231
10.
`PUSHING
VACUUM
CLEANERS
IN
INTER-WAR
BRITAIN
233
INTRODUCTION
233
PRODUCTION
SYSTEMS
AND
VALUE
CHAINS
234
MARKETING
239
THE DOOR-TO-DOOR
SALESMAN 245
MOTIVATING
THE
SALESMAN 251
OPPORTUNISTIC BEHAVIOUR
AND
CONSUMER
RESISTANCE 253
CONCLUSIONS 258
PART IV. BRITAIN S
MASS MARKET
`FAILURES -CARS
AND
TELEPHONES
11.
FAILURE
TO
ACCELERATE: BRITAIN S
STALLED
MASS MARKET
FOR
CARS
261
INTRODUCTION
261
PRODUCTION
SYSTEMS
AND
PRODUCT INNOVATION
262
THE
BRITISH
CAR
VALUE
CHAIN
268
PRODUCER
MARKETING
271
DOWNSTREAM DISTRIBUTION
AND
MARKETING
274
TRADE-INS
AND
HIRE PURCHASE
277
CONSUMPTION
AND
DIFFUSION
281
CONCLUSIONS
286
12.
FAILURE
TO
CONNECT: THE SLOW DIFFUSION
OF
THE
TELEPHONE
288
INTRODUCTION
288
EVOLUTION
OF
THE
TELEPHONE
NETWORK
AND
THE
CONSEQUENCES
OF
TREASURY
CONTROL
289
THE
TELEPHONE
VALUE
CHAIN
293
ATTEMPTS
TO
EXPAND
THE
TELEPHONE
SERVICE
295
MARKETING
THE
TELEPHONE
299
HOUSEHOLD
CONSUMPTION
AND
WELFARE
303
CONCLUSIONS
317
XIV
CONTENTS
13.
CONCLUSIONS
318
INTRODUCTION
318
A
VERY BRITISH CONSUMER
DURABLES
REVOLUTION
318
DRIVERS
OF
THE
CONSUMER DURABLES REVOLUTION 323
CONSTRAINTS
ON AND
IMPACTS
OF
THE
CONSUMER DURABLES
REVOLUTION
326
EPILOGUE: BRITAIN S
POST
WAR CONSUMER
DURABLES
INDUSTRIES-DEATH
BY
WHITEHALL? 329
BIBLIOGRAPHY
337
INDEX 359
|
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| edition | First edition |
| era | Geschichte 1900-2000 Geschichte 1918-1939 gnd |
| era_facet | Geschichte 1900-2000 Geschichte 1918-1939 |
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| geographic | Großbritannien Großbritannien (DE-588)4022153-2 gnd |
| geographic_facet | Großbritannien |
| id | DE-604.BV044554498 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T07:55:45Z |
| institution | BVB |
| isbn | 9780198783817 |
| language | English |
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| physical | xviii, 367 Seiten Illustrationen, Diagramme 24 cm |
| publishDate | 2017 |
| publishDateSearch | 2017 |
| publishDateSort | 2017 |
| publisher | Oxford University Press |
| record_format | marc |
| spelling | Scott, Peter 1966- Verfasser (DE-588)134294149 aut The market makers creating mass markets for consumer durables in inter-war Britain Peter Scott First edition Oxford Oxford University Press 2017 xviii, 367 Seiten Illustrationen, Diagramme 24 cm txt rdacontent n rdamedia nc rdacarrier Geschichte 1900-2000 Geschichte 1918-1939 gnd rswk-swf Geschichte Konsumgütermarkt (DE-588)4193249-3 gnd rswk-swf Massenkonsum (DE-588)4169032-1 gnd rswk-swf Großbritannien Großbritannien (DE-588)4022153-2 gnd rswk-swf Großbritannien (DE-588)4022153-2 g Konsumgütermarkt (DE-588)4193249-3 s Massenkonsum (DE-588)4169032-1 s Geschichte 1918-1939 z DE-188 Digitalisierung Deutsches Museum application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029953276&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Scott, Peter 1966- The market makers creating mass markets for consumer durables in inter-war Britain Geschichte Konsumgütermarkt (DE-588)4193249-3 gnd Massenkonsum (DE-588)4169032-1 gnd |
| subject_GND | (DE-588)4193249-3 (DE-588)4169032-1 (DE-588)4022153-2 |
| title | The market makers creating mass markets for consumer durables in inter-war Britain |
| title_auth | The market makers creating mass markets for consumer durables in inter-war Britain |
| title_exact_search | The market makers creating mass markets for consumer durables in inter-war Britain |
| title_full | The market makers creating mass markets for consumer durables in inter-war Britain Peter Scott |
| title_fullStr | The market makers creating mass markets for consumer durables in inter-war Britain Peter Scott |
| title_full_unstemmed | The market makers creating mass markets for consumer durables in inter-war Britain Peter Scott |
| title_short | The market makers |
| title_sort | the market makers creating mass markets for consumer durables in inter war britain |
| title_sub | creating mass markets for consumer durables in inter-war Britain |
| topic | Geschichte Konsumgütermarkt (DE-588)4193249-3 gnd Massenkonsum (DE-588)4169032-1 gnd |
| topic_facet | Geschichte Konsumgütermarkt Massenkonsum Großbritannien |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029953276&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT scottpeter themarketmakerscreatingmassmarketsforconsumerdurablesininterwarbritain |