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Books > History > World history > From 1900
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Creating the Nazi Marketplace - Commerce and Consumption in the Third Reich (Hardcover)
Loot Price: R2,248
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Creating the Nazi Marketplace - Commerce and Consumption in the Third Reich (Hardcover)
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When the Nazis came to power in 1933, they promised to build a
vibrant consumer society. But they faced a dilemma. They recognized
that consolidating support for the regime required providing
Germans with the products they desired. At the same time, the Nazis
worried about the degrading cultural effects of mass consumption
and its association with 'Jewish' interests. This book examines how
both the state and private companies sought to overcome this
predicament. Drawing on a wide range of sources - advertisements,
exhibition programs, films, consumer research and marketing
publications - the book traces the ways National Socialists
attempted to create their own distinctive world of buying and
selling. At the same time, it shows how corporate leaders and
everyday Germans navigated what S. Jonathan Wiesen calls 'the Nazi
marketplace'. A groundbreaking work that combines cultural,
intellectual and business history, Creating the Nazi Marketplace
offers an innovative interpretation of commerce and ideology in the
Third Reich.
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