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Harp uses the familiar figure of Bibendum and the promotional campaigns designed around him to analyze the cultural assumptions of "belle-epoque" France, including representations of gender, race and class. He also considers Michelin's efforts to promote automobile tourism in France and Europe through its famous "Red Guide" (first introduced in 1900), noting that, in the aftermath of World War I, the company sold tour guides to the battlefields of the Western Front and favourably positioned France's participation in the war as purely defensive and unavoidable. Throughout this period, the company successfully identified the name of Michelin with many aspects of French society, from cuisine and local culture to nationalism and colonialism.
Harp uses the familiar figure of Bibendum and the promotional campaigns designed around him to analyze the cultural assumptions of "belle-epoque" France, includ
Ian Whitworth built national companies from nothing. Coronavirus hammered some of them flat. Yet he’s fine with that. Because when the chaos is swirling and s
This is the remarkable story of how two brothers - Edouard and Andre Michelin - turned a sleepy, family tyre firm in the heart of rural France into one of the m
What is it that excites and interests your students? Reading first hand what skills top marketers really look for in graduates? Debating the benefits of using s
**Winner of the TAA 2017 Textbook Excellence Award** "Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media