Satisfaction Guaranteed: The Making of the American Mass Market

by Susan Strasser

Hardcover, 1989


Pantheon (1989), Edition: 1st, 339 pages


This sweeping history provides the reader with a better understanding of America’s consumer society, obsession with shopping, and devotion to brands. Focusing on the advertising campaigns of Coca-Cola, Kellogg’s, Wrigley’s, Gillette, and Kodak, Strasser shows how companies created both national brands and national markets. These new brands eventually displaced generic manufacturers and created a new desire for brand-name goods. The book also details the rise and development of department stores such as Macy’s, grocery store chains such as A&P and Piggly Wiggly, and mail-order companies like Sears Roebuck and Montgomery Ward.


Original language


Physical description

339 p.; 9.3 inches


039455292X / 9780394552927
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