KIMBERLY-CLARK & CONSUMER REVOLUTION IN (HISTORICAL PERSP BUS ENTERPRIS)
Edición de la obra Kotex, Kleenex, Huggies
| Autor | Thomas Heinrich, Bob Batchelor |
|---|---|
| Editorial | Ohio State University Press |
| Fecha de publicación | December 1, 2004 |
| Idioma | inglés |
| Páginas | 263 |
| Formato | Hardcover |
| ISBN-13 | 9780814209769 |
| ISBN-10 | 0814209769 |
| OCLC | 55679144 |
| LCCN | 2004013886 |
| Número de Cutter | H469k |
|---|
"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."--Jacket.