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Market Makers

By Peter Scott

Market Makers

By Peter Scott

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Description
During the twentieth century affluence (both at the level of the individual household and that of society as a whole) became intimately linked with access to a range of prestige consumer durables. The Market Makers charts the inter-war origins of a process that would eventually transformthese features of modern life from being 'luxuries' to necessities for most British families. Peter Scott examines how producers and retailers succeeded in creating mass (though not universal) market for new suites of furniture, radios, modern housing, and some electrical and gas appliances, while also exploring why some other goods, such as refrigerators, telephones, and automobiles, failed to reach the mass market in Britain before the 1950s. Creating mass markets presented a formidable challenge for manufacturers and retailers. Consumer durables required large markets. Most involved significant research and development costs. Some, such as the telephone, radio, and car, were dependent on complementary investments in infrastructure. Allrequired intensive marketing--usually including expensive advertising in national newspapers and magazines, while some also needed mass production methods (and output volumes) to make them affordable to a mass market. This study charts the pioneering efforts of entrepreneurs (many of whom, thoughonce household names, are now largely forgotten) to provide consumer durables at a price affordable to a mass market and to persuade a sometimes reluctant public to embrace the new products and the consumer credit that their purchase required. In doing so, Scott shows that, contrary to much receivedwisdom, there was a 'consumer durables revolution' in inter-war Britain--at least for certain highly prioritized goods.
Product details
Edition:
illustrated
Number of Pages:
388
Release Date:
2017-11-21
Publication Date:
2017-11-01
Publisher:
Oxford University Press(UK)
Languages:
Original: English
ISBN10:
0198783817
ISBN13:
9780198783817
GPSR Manufacturer Reference:
[email protected]
Weight:
746 g
Height:
161 cm
Width:
240 cm
Thickness:
25 cm
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