Historical persp bus enterpris kotex kleenex huggies

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At the core of Kotex, Kleenex, Huggies is the riveting story of Kimberly-Clark, a Wisconsin paper company that became a pioneer of personal hygiene products in the twentieth century. Its first big commercial success was Kotex, which came from sanitary wound bandages developed in World War I. Similarly, Kleenex evolved from Army gas mask filters into disposable handkerchiefs and became the company's most reliable profit maker. Finally, Huggies turned Kimberly-Clark into a leading player in the highly competitive diaper market of the 1970s and 1980s. In addition to tracing Kimberly-Clark's fascinating history of technology development and product diversification, Heinrich and Batchelor explore momentous changes in consumer behavior and marketing. When Kotex first arrived on the scene in the 1920s, menstrual hygiene was burdened with cultural taboos that made it impossible for many women to ask the (inevitably male) pharmacist for a sanitary napkin. To solve such vexing marketing problems, Kimberly-Clark invented the artificial word "Kotex" and inserted it into consumer vocabulary through massive advertising campaigns. Making it easier for women to shop for the new product. Kimberly-Clark also recommended that stores place boxes of Kotex on the counter where women could help themselves without embarrassing conversation, thus pioneering the concept of self-service.

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Taal: en

Bindwijze: Paperback

Oorspronkelijke releasedatum: 01 januari 2017

Aantal pagina's: 280

Illustraties: Nee

Hoofdauteur: Thomas Heinrich

Tweede Auteur: Bob Batchelor

Co Auteur: Bob Batchelor

Hoofduitgeverij: Ohio State University Press

Editie: 1

Extra groot lettertype: Nee

Product breedte: 152 mm

Product hoogte: 16 mm

Product lengte: 229 mm

Studieboek: Nee

Verpakking breedte: 152 mm

Verpakking hoogte: 16 mm

Verpakking lengte: 229 mm

Verpakkingsgewicht: 413 g

EAN: 9780814254189

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