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Author:

Moreno, Julio, 1970-

Title:

Yankee don't go home! : Mexican nationalism, American business culture, and the shaping of modern Mexico, 1920-1950 / Julio Moreno.

Publisher:

University of North Carolina Press,

Copyright Date:

c2003

Description:

xi, 321 p. : ill. ; 25 cm.

Subject:

J. Walter Thompson Company
Sears, Roebuck and Company.
Industrial policy--Mexico--History--20th century.
Capitalism--Mexico--History--20th century.
Consumption (Economics)--Mexico--History--20th century.
Advertising--Mexico--History--20th century.
Nationalism--Mexico--History--20th century.
Mexico--Politics and government--1910-1946.
Mexico--Politics and government--1946-1970.
Mexico--Foreign relations--United States.
United States--Foreign relations--Mexico.

Notes:

Includes bibliographical references (p. [283]-307) and index.

Contents:

Liberalism, the state, and modern industrial capitalism in postrevolutionary Mexico -- Spreading the American dream : information, technology, and World War II -- Prophets of capitalism : the growth of advertising as a profession and the making of modern Mexico -- Advertising national identity and globalization in the reconstruction of modern Mexico -- J. Walter Thompson and the negotiation of Mexican and American values -- In search of markets, diplomacy, and consumers : Sears and the reconstruction of U.S.-Mexican relations -- Industrial capitalism, antimodernism, and consumer culture in 1940s Mexico.

Series:

Luther Hartwell Hodges series on business, society, and the state

ISBN:

9780807854785
0807854786 (pbk. : alk. paper)
9780807828021
0807828025 (cloth : alk. paper)

OCLC:

(OCoLC)52070591

LCCN:

2003007366

Locations:

USUX851 -- Iowa State University - Parks Library (Ames)

OVUX522 -- University of Iowa Libraries (Iowa City)