Building A Market

Building A Market

The Rise of the Home Improvement Industry, 1914-1960

Book - 2012
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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.
Publisher: Chicago : The University of Chicago Press, 2012
ISBN: 9780226317663
0226317668
Branch Call Number: 338.4 HARRIS
Characteristics: xii, 431 pages : illustrations ; 24 cm

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