Oxford University Press, USA
The Market Makers: Creating Mass Markets for Consumer Durables in Inter-War Britain
Key Metrics
- Peter Scott
- Oxford University Press, USA
- Hardcover
- 9780198783817
- 9.3 X 6 X 1.2 inches
- 1.63 pounds
- History > Europe - Great Britain - General
- English
Secure TransactionBook Description
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. All required 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, though once 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 received wisdom, there was a 'consumer durables revolution' in inter-war Britain--at least for certain highly prioritized goods.
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