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Transformations of Retailing in Europe after 1945 (Paperback)
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Transformations of Retailing in Europe after 1945 (Paperback)
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After World War II, structures, practices and the culture of
retailing in most West European countries went through a period of
rapid change. The post-war economic boom, the emergence of a mass
consumer society, and the adaptation of innovations which already
had been implemented in the USA during the interwar period,
revolutionized the world of getting and spending. But the
implementation of self-service and the supermarket, the spread of
the department store and the mail order business were not only
elements of a transatlantic catch up process of 'Americanization'
of retailing. National patterns of the retail trade and specific
cultures of consumption remained crucial, and long term processes
of change, starting in the 1920s or 1930s, also had an impact on
the transformation of retailing in post-war Europe. This volume
presents a series of case-studies looking at transformations of
retailing in several European countries, offering new insights into
the structural preconditions of the emerging mass consumer
societies and also into the consequences consumerism had on the
practices of retailing.
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