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| Author: | Scott, P. |
| Title: | Marketing mass home ownership and the creation of the modern working-class consumer in inter-war Britain |
| Journal: | Business history
2008 : JAN, VOL: 50:1, p. 4-25 |
| Index terms: | marketing housing consumption construction industry building societies United Kingdom |
| Freeterms: | owner-occupation |
| Language: | eng |
| Abstract: | This article describes marketing strategies which the British building industry and building society utilized during the 1930s to sell idea of home ownership to a new mass market. New suburbanized lifestyle campaign tried to raise owner-occupied housing rate of the working-class families in the interwar period. The house-search and buying process sought to make as simple as possible. The housing marketing strategies had an effect on the marketing of other durable goods. |
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