The Marketing Revolution

1. Introduction--Three Major Marketing Developments in the Late Nineteenth Century
   1. Mass Distribution
   2. Increasing Importance to Business of Consumer Goods
   3. Rise of Modern Marketing Techniques
2. Traditional Marketing--The Country (or Neighborhood) Storekeeper
   1. No Self-Service--Goods Behind the Counter
   2. Bulk Sales
   3. Merchant Control Over Merchandise Sources
   4. Customer Reliance on Merchant Recommendations
   5. Price Bargaining
   6. Special Services--Credit, Delivery
   7. Centrality of Personal Relationships, as Opposed to Understanding of Business
3. Marketing and the New Corporations
   1. Problems
      1. Need to Move Goods Quickly, in High Volume
      2. Lack of Control Over Merchants' Choices
      3. Need for Continuing Service to Customers--McCormick, Singer
   2. Opportunities
      1. Selling By-Products
      2. Enhancing Capital-Goods Sales by Spurring Consumer Demand--The Electrical Equipment Makers and Appliances
      3. Technology-Based Product Development--Du Pont
      4. More Complex Strategies--The Case of Crisco
4. Controlling the Distribution Chain
   1. Problems
      1. Retailer Control of Purchasing
      2. The Mass Marketers--Controlling Their Own Brands--Marshall Field, Sears, etc.
   2. Two Solutions
      1. Forward Integration into Retailing
      2. Controlling the Consumer--The Rise of Advertising
         1. Early Advertising--Patent Medicines, Tobacco, etc.
         2. New Media--Mass Circulation Magazines
         3. The Advertising Industry--Madison Avenue
            1. Origins--Ad-Placement Agencies
            2. The Twentieth Century
               1. In-House Ad Design
               2. Marketing Research and Campaigns
               3. Applying Psychology--John Broadus Watson and Behaviorism
5. The Merchant Loses Control
   1. Customer Demand for Brands
   2. Clarence Saunders of Memphis, Piggly-Wiggly, and the Self-Service Store
      1. Customer Self-Service
      2. Packaged, not Bulk, Goods
      3. Everything Branded
      4. "One-Price" Policies
6. "Consumer Society"
   1. Con
      1. Nationalizing What We Purchase
      2. Passive Consumer vs. Active Bargainer
      3. (Alleged) Creation of Artificial Desires
      4. Instant Gratification--Sex as Marketing Tool
   2. Pro
      1. Giving the Customer What She Wants
      2. Democratizing Products--From (Expensive) Silk to (Cheap) Artificial Silk
      3. Niche Products--Consumption as Expression of "Lifestyle"