search query: @author Tedlow, R. S. / total: 4
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| Author: | Tedlow, R. S. |
| Title: | The beginning of mass marketing in America: George Eastman and photography as a case study |
| Journal: | Journal of Macromarketing
1997 : FALL, VOL. 17:2, p. 67-81 |
| Index terms: | CASE STUDIES HISTORY PHOTOGRAPHIC EQUIPMENT INDUSTRY USA |
| Language: | eng |
| Abstract: | The article offers an interpretation of the birth of mass marketing through an intensive study of one case: George Eastman and the photographic industry. Eastman transformed picture taking from an expensive, technologically complex craft into a very simple process, making it accessible to a mass market. He was both a leader in his field and an example of what was happening as mass marketing swept through numerous US industries late in the 19th century. |
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