The Market Makers. Creating mass markets for consumer durables in inter-war Britain

Notes:

Scholarly work dealing with how manufacturers and retailers succeeded in creating mass markets for furniture, radios, modern housing, domestic appliances, etc, in inter war Britain while failing to do so in some areas such as domestic refrigerators, motor vehicles and telephones until post 1945, dealing with complex and high cost challenges in production and marketing including consumer finance. Structured in four parts plus introductions, viz: Part 1] ''Necessities of life' - creating mass markets in new furniture and owner-occupied housing' - 'Furniture' / 'A home of one's own'; Part 2] 'Creating mass markets in electronic entertainment consumer durables' - 'America's route to a mass market in radios' / 'Britain's interwar radio industry' / 'British radio marketing, distribution and retailing'; Part 3] 'Towards a mass market in white goods' - 'Bringing power to the people' / 'The hard sell' / ''Pushing' vacuum cleaners in interwar Britain'; Part 4] 'Britain's mass market 'failures' - cars and telephones' - 'Failure to accelerate' / 'Failure to connect' / 'Conclusions'