Marketing Michelin
Subtitle: Advertising and Cultural Identity in Twentieth-Century France
Publisher: The Johns Hopkins University Press
Published: November 13, 2001
Language: eng
Format: Hardcover
Number of pages: 376
ISBN-13: 9780801866517
Subjects: Advertising; Cultural studies; European history: from c 1900 -; Road vehicle manufacturing industry; 20th century; General; History Of Specific Companies; Business & Economics; Business / Economics / Finance; Infrastructure; History: World; Europe; History; Advertising & Promotion; Europe - France; History / Europe / General; Tires; France; Pneu Michelin (Firm)
First sentence: IN 1914, on the eve of World War I, Jean Arren published a book entitled Sa majeste la publicite, written to describe the "modern power named advertising."
Description: "One of the world's largest tire makers and an international corporation with interests in countries around the world, Michelin is also a uniquely French company, one that throughout its history has closely identified itself with the French people and their culture. In the process, it has helped shape the self-image of twentieth-century France. In Marketing Michelin, Stephen L.

Harp provides a provocative history of the company and its innovative advertising campaigns between 1898, when Bibendum - the company's iconic "Michelin Man" - was first introduced, to 1940, when France fell to the Nazis and the company's top executive, Edouard Michelin, died. Both events indelibly changed the company and the context in which it operated."--BOOK JACKET.