Marketing Michelin: Advertising and Cultural Identity in Twentieth-Century France
by: Harp Stephen L

Hardcover. Baltimore, Johns Hopkins University Press, 1st, 2001, Book: Very Good, Dust Jacket: Very Good, Hardcover in a bright dust jacket, 356 pages. One of the world's largest tyre makers and an international corporation with interests in countries around the world, Michelin is also a uniquely French company, one that throughout its history has closely identified itself with the country's people and culture. In the process, it has helped shape the self-image of 20th-century France. This volume offers a provocative history of the company and its innovative advertising campaigns between 1898, when Bibendum - the company's iconic "Michelin Man" - was first introduced, to 1940, when France fell to the Nazis and the company's top executive, Edouard Michelin, died. Both events indelibly changed the company and the national context in which it operated. Clean copy.