Building a Market: The Rise of the Home Improvement Industry, 1914-1960

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Building a Market: The Rise of the Home Improvement Industry, 1914-1960

Format:  Hardcover,

431 pages

Publisher: Univ of Chicago Pr

Publish Date: Aug 2012

ISBN-13: 9780226317663

ISBN-10: 0226317668

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Each year, North Americans spend as much money fixing up their homes as they do buying new ones. This obsession with improving our dwellings has given rise to a multibillion-dollar industry that includes countless books, consumer magazines, a cable television network, and thousands of home improvement stores."Building a Market" charts the rise of the home improvement industry in the United States and Canada from the end of World War I into the late 1950s. Drawing on the insights of business, social, and urban historians, and making use of a wide range of documentary sources, Richard Harris shows how the middle-class preference for home ownership first emerged in the 1920s--and how manufacturers, retailers, and the federal government combined to establish the massive home improvement market and a pervasive culture of Do-It-Yourself. Deeply insightful, "Building a Market" is the carefully crafted history of the emergence and evolution of a home improvement revolution that changed not just American culture but the American landscape as well.

Specifications

Publisher: Univ of Chicago Pr
Publish Date: Aug 2012
ISBN-13: 9780226317663
ISBN-10: 0226317668
Format: Hardcover
Number of Pages: 431
Shipping Weight (in pounds): 1.7
Product in Inches (L x W x H): 6.25 x 9.0 x 1.25
Walmart No.: 9780226317663

Chapter outline

List of abbreviations
Preface
Introduction
Origins
The Foundation of Home Ownership
An Industry Unready to Improve
The Realm of the Retailer
The Birth of the Home Improvement Store
Crisis, 1927-1945
A Perfect Storm for the Building Industry
Manufacturers Save the Retailer
The State Makes Credit
Resolution, 1945-1960
Mr. and Mrs. Builder
Help for the Amateur
The Improvement Business Coalesces
A Zelig of the American Cultural Economy
Notes
Index

Book description

Each year, North Americans spend as much money fixing up their homes as they do buying new ones. This obsession with improving our dwellings has given rise to a multibillion-dollar industry that includes countless books, consumer magazines, a cable television network, and thousands of home improvement stores.
Building a Market charts the rise of the home improvement industry in the United States and Canada from the end of World War I into the late 1950s. Drawing on the insights of business, social, and urban historians, and making use of a wide range of documentary sources, Richard Harris shows how the middle-class preference for home ownership first emerged in the 1920s—and how manufacturers, retailers, and the federal government combined to establish the massive home improvement market and a pervasive culture of Do-It-Yourself.
Deeply insightful, Building a Market is the carefully crafted history of the emergence and evolution of a home improvement revolution that changed not just American culture but the American landscape as well.

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