The Rise and fall of mass marketing
This book is considered a foundational text in business history and marketing studies, often cited for its detailed analysis of the evolution of consumer culture and corporate strategy in the 20th century. It provides a historical framework for understanding contemporary marketing challenges.
The Rise and Fall of Mass Marketing builds upon Tedlow's broader academic interest in the history of American business and industrial organization, often drawing connections to themes explored in his other writings on corporate strategy and competition. It showcases his characteristic approach of using historical case studies to illuminate economic trends.