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Brand new: how entrepreneurs earned consumers' trust from Wedgwood to Dell

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American History and Culture Entrepreneurship Studies and Influences Consumer Behavior in Brand Consumption and Identification

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Chapter 1 Entrepreneurs and Consumers Part One The Past Chapter 2 Josiah Wedgwood, 1730-1795 Chapter 3 H. J. Heinz, 1844-1919 Chapter 4 Marshall Field, 1834-1906 Part Two The Present Chapter 5 Estee Lauder Chapter 6 Howard Schultz and Starbucks Coffee Company Chapter 7 Michael Dell Chapter 8 Historical Forces and Entrepreneurial Agency Notes Acknowledgments Index About the Author Jacket Photo Credits

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