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Kotex, Kleenex, Huggies : Kimberly-Clark and the Consumer Revolution in American Business /
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. Similar...
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| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Columbus :
Ohio State University Press,
2004.
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| Colección: | Book collections on Project MUSE.
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| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 020 | |z 9780814209769 | ||
| 020 | |z 0814273068 | ||
| 020 | |z 0814209769 | ||
| 035 | |a (OCoLC)899262141 | ||
| 040 | |a MdBmJHUP |c MdBmJHUP | ||
| 100 | 1 | |a Heinrich, Thomas R., |d 1963- | |
| 245 | 1 | 0 | |a Kotex, Kleenex, Huggies : |b Kimberly-Clark and the Consumer Revolution in American Business / |c Thomas Heinrich, Bob Batchelor. |
| 264 | 1 | |a Columbus : |b Ohio State University Press, |c 2004. | |
| 264 | 3 | |a Baltimore, Md. : |b Project MUSE, |c 2015 | |
| 264 | 4 | |c ©2004. | |
| 300 | |a 1 online resource (272 pages): |b illustrations. | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 490 | 0 | |a Historical perspectives on business enterprise | |
| 505 | 0 | |a Origins and growth, 1872-1916 -- The rise of consumer nondurables -- The great depression -- In the mainstream : expansion and crisis, 1940s-1971 -- "The diapers that help stop leakage" : the transformation of Kimberly-Clark, 1971-1990 -- Product diversification and corporate strategy. | |
| 506 | 0 | |a Open Access |f Unrestricted online access |2 star | |
| 520 | 8 | |a 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. | |
| 588 | |a Description based on print version record. | ||
| 610 | 2 | 7 | |a Kimberly-Clark Corporation. |2 fast |0 (OCoLC)fst00518019 |
| 610 | 2 | 0 | |a Kimberly-Clark Corporation |x History. |
| 650 | 7 | |a Sanitary supply industry. |2 fast |0 (OCoLC)fst01105090 | |
| 650 | 7 | |a Consumer behavior. |2 fast |0 (OCoLC)fst00876238 | |
| 650 | 6 | |a Produits d'hygiene |x Industrie |z États-Unis |x Histoire. | |
| 650 | 6 | |a Consommateurs |x Comportement |z États-Unis |v Études de cas. | |
| 650 | 0 | |a Sanitary supply industry |z United States |x History. | |
| 650 | 0 | |a Consumer behavior |z United States |v Case studies. | |
| 651 | 7 | |a United States. |2 fast |0 (OCoLC)fst01204155 | |
| 655 | 7 | |a History. |2 fast |0 (OCoLC)fst01411628 | |
| 655 | 7 | |a Case studies. |2 fast |0 (OCoLC)fst01423765 | |
| 655 | 7 | |a Electronic books. |2 local | |
| 700 | 1 | |a Batchelor, Bob. | |
| 710 | 2 | |a Project Muse. |e distributor | |
| 830 | 0 | |a Book collections on Project MUSE. | |
| 856 | 4 | 0 | |z Texto completo |u https://projectmuse.uam.elogim.com/book/28319/ |
| 945 | |a Project MUSE - Archive Complete Supplement III | ||
| 945 | |a Project MUSE - Archive History Supplement III | ||