Contents Introduction: The Fast Way to Peace 1. The Service Ethic How Bourgeois Men Made Peace with Babbittry 1 15 2. A Decent Standard of Living How Europeans Were Measured by the American Way of Life 75 3. The Chain Store How Modern Distribution Dispossessed Commerce 130 4. Big-Brand Goods How Marketing Outmaneuvered the Marketplace 184 5. Corporate Advertising How the Science of Publicity Subverted the Arts of Commerce 226 6. The Star System How Hollywood Turned
thicket the dreaded face of a watcher. Surely the end was near; for my bower was discovered, and the objective of my nocturnal journeys revealed. The man did not accost me, so I hastened home in an effort to overhear what he might report to my careworn father. Were my sojourns beyond the chained door about to be proclaimed to the world? Imagine my delighted astonishment on hearing the spy inform my parent in a cautious whisper that I had spent the night in the bower outside the tomb; my sleep-filmed eyes
environment. The lesson was learned when I started working, at Cadbury (before it became Cadbury Schweppes). My 'teacher' was the extensive product testing that the company carried out. Underlying that product testing programme was a belief in the vital importance of understanding basic product performance, and in assessing any product improvements, against the main competitors in the marketplace. To this end most of the tests were conducted 'blind', i. e. brand identity was completely masked.
of diverse groups of people. Europeans make the majority of the population, and the other three main population groups are Maori, Pacific Islanders and Asians (Zodgekar, n.d. in Liu, McCreanor, McIntosh and Teaiwa, 2005) or other ethnicities (Statistics New Zealand, 2006). It is projected that the significant changes to the ethnic composition of New Zealand’s population will have an impact on both the services required and the workforce needed to provide those services. It is imperative then that