Yankee don't go home!
Subtitle: Mexican nationalism, American business culture, and the shaping of modern Mexico, 1920-1950
By: Julio Moreno.
Series: The Luther Hartwell Hodges series on business, society, and the state
Publisher: University of North Carolina Press; The University of North Carolina Press
Published: 2003
Place of publication: Chapel Hill
Language: eng
Number of pages: 321
Subjects: J. Walter Thompson Company.; Sears, Roebuck and Company.; Industrial policy -- Mexico -- History -- 20th century.; Capitalism -- Mexico -- History -- 20th century.; Consumption (Economics) -- Mexico -- History -- 20th century.; Advertising -- Mexico -- History -- 20th century.; Nationalism -- Mexico -- History -- 20th century.; Mexico -- Politics and government -- 1910-1946.; Mexico -- Politics and government -- 1946-1970.; Mexico -- Foreign relations -- United States.; United States -- Foreign relations -- Mexico.
Notes: Includes bibliographical references (p. [283]-307) and index.
Table of contents: title: Liberalism, the state, and modern industrial capitalism in postrevolutionary Mexico; title: Spreading the American dream : information, technology, and World War II; title: Prophets of capitalism : the growth of advertising as a profession and the making of modern Mexico; title: Advertising national identity and globalization in the reconstruction of modern Mexico; title: J. Walter Thompson and the negotiation of Mexican and American values; title: In search of markets, diplomacy, and consumers : Sears as a commercial diplomat in Mexico; title: Industrial capitalism, antimodernism, and consumer culture in 1940s Mexico.