An edition of Marketing Michelin (2001)
Marketing Michelin
Advertising and Cultural Identity in Twentieth-Century France
By Stephen L. Harp
Publish Date
November 13, 2001
Publisher
The Johns Hopkins University Press
Language
eng
Pages
376
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.