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Cultivating Consumers: Advertising, Marketing, and Branding
Cultivating consumers: Advertising, marketing, and branding

In the USA in the late nineteenth century merchants feared that growing productive capacity would lead to overproduction and economic crisis. For some observers it represented a ‘crisis of distribution’, the problem being how to move the increasing quantity of goods being manufactured on to consumers, a crisis that was considered in substantial part to be bound up with the distribution of wealth and income (Leach, 1993). While many businessmen considered the market to be the appropriate mechanism for resolving the problem of wealth distribution, intervention was considered to be necessary to remedy the distribution problems arising from the rapidly increasing growth in productive capacity. Reference began to be made to the need to ...

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