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Kotex, Kleenex, Huggies : Kimberly-Clark and the Consumer Revolution in American Business by Thomas Heinrich and Bob. Batchelor (2004, Hardcover)
Better World Books (2756617)
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- Buy it nowKotex, Kleenex, Huggies : Kimberly-Clark and the Consumer Revolut
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About this product
Product Identifiers
PublisherOhio State University Press
ISBN-100814209769
ISBN-139780814209769
eBay Product ID (ePID)30762906
Product Key Features
Book TitleKotex, Kleenex, Huggies : Kimberly-Clark and the Consumer Revolution in American Business
Number of Pages272 Pages
LanguageEnglish
Publication Year2004
TopicConsumer Behavior
IllustratorYes
GenreBusiness & Economics
AuthorThomas Heinrich, Bob. Batchelor
Book SeriesHistorical Persp Bus Enterpris Ser.
FormatHardcover
Dimensions
Item Height0.9 in
Item Length9.2 in
Item Width6.2 in
Additional Product Features
LCCN2004-013886
Dewey Edition22
Dewey Decimal338.7/677
SynopsisAt the core of Kotex, Kleenex, Huggies is the riveting story of Kimberly-Clark, a Wisconsin paper company that became a pioneer of personal hygiene products in the twentieth century. Its first big commercial success was Kotex, which came from sanitary wound bandages developed in World War I. Similarly, Kleenex evolved from Army gas mask filters into disposable handkerchiefs and became the company's most reliable profit maker. Finally, Huggies turned Kimberly-Clark into a leading player in the highly competitive diaper market of the 1970s and 1980s. In addition to tracing Kimberly-Clark's fascinating history of technology development and product diversification, Heinrich and Batchelor explore momentous changes in consumer behavior and marketing. When Kotex first arrived on the scene in the 1920s, menstrual hygiene was burdened with cultural taboos that made it impossible for many women to ask the (inevitably male) pharmacist for a sanitary napkin. To solve such vexing marketing problems, Kimberly-Clark invented the artificial word Kotex and inserted it into consumer vocabulary through massive advertising campaigns. Making it easier for women to shop for the new product. Kimberly-Clark also recommended that stores place boxes of Kotex on the counter where women could help themselves without embarrassing conversation, thus pioneering the concept of self-service.
LC Classification NumberHD9995.S24K564 2004
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