The market makers : creating mass markets for consumer durables in inter-war Britain /
Inter-war Britain saw a boom in 'mass markets' for consumer durables, such as new suites of furniture, radios, and electrical and gas appliances, while items like refrigerators, telephones, and automobiles didn't reach the mass market until the 1950s. Peter Scott explores these '...
| Main Author: | |
|---|---|
| Format: | eBook |
| Language: | English |
| Published: |
Oxford, United Kingdom :
Oxford University Press,
2017.
|
| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
Table of Contents:
- Cover; The Market Makers: Creating Mass Markets For Consumer Durables In Inter-War Britain; Copyright; Dedication; Preface; Acknowledgements; Contents; List Of Illustrations; List Of Tables; List Of Abbreviations And Note On Currency; Note On Currency; 1: Introduction; Creating Mass Markets; Unpicking The Chain Of Design, Production, Marketing, And Profits; The Structure Of This Book; Reconstructing The Inter-War Consumer Durables Revolution; 2: The Economic And Social Background To The Consumer Durables Revolution; Introduction; Real Wages And Household Incomes
- Making High Value Durables 'Affordable': The Expansion Of 'Easy Terms'a Profile Of The British Inter-War 'Consumer Durables Revolution'; Drivers Of Durables Spending-Status, 'Respectability', And Conspicuous Consumption; Conclusions; Part I: 'Necessities Of Life'-Creating Mass Markets In New Furniture And Owner-Occupied Housing; 3: Furniture: Britain's First Mass-Marketed Consumer Durable; Introduction; Production Systems And Value Chains; The Market And The Multiples; Creating A Mass Market: 'Mr Drage' Meets 'Mr Everyman'; The 'Smart' Alternative: Lifestyle Marketing
- Impacts On Consumption And Welfare'cut-Throat' Competition, Instability, And Mis-Selling; Conclusions; 4: A Home Of One's Own: Marketing Owner-Occupation; Introduction; Laying The Foundations Of The 1930S Housing Boom: The First World War And The 1920S Municipal Semi; The Housing Production Process And Value Chain; The Product; The Marketing Campaign; The Battle For Control Of The Value Chain And The Consequences For The Consumer; Conclusions; Part Ii: Creating Mass Markets In Electronic Entertainment Consumer Durables; 5: America's Route To A Mass Market In Radio; Introduction
- The Key Role Of Patentsproduction Methods And Industry Structure; Establishing Value Chains In Radio; Manufacturers' Marketing And Dealer Support Strategies; The Radio Dealer; Taking Radio To The Prospect's Home; The Depression, The 'Midget', And The Transformation Of Radio Value Chains; Conclusions; 6: Britain's Inter-War Radio Industry; Introduction; Britain's Broadcasting System; Production Systems And Industry Structure; Patent Royalties And Britain's Distinctive Path Of Radio Innovation; Restructuring Value Chains In The 1930S; A People's Radio?; Conclusions
- 7: British Radio Marketing, Distribution, And Retailingintroduction; The Radio Value Chain; Visually Differentiating Thebrand-Cabinet Design; Communicating The Brand To The Public-Manufacturer Advertising; The British Radio Dealer; Promoting The Brand To The Trade; Alternatives To Purchase: Wireless Relay Services And Radio Rentals; Conclusions; Part Iii: Towards A Mass Market In White Goods; 8: Bringing Power To The People: Marketing Electric And Gas Labour-Saving Appliances; Introduction; Production Systems And Value Chains; The Products; Easy Terms For Power And Appliances