Description
Book SynopsisReveals how many of our customs and wedding rituals were the product of sophisticated advertising campaigns, merchandising promotions, and entrepreneurial innovations. The businesses and entrepreneurs, from jewelers to bridal consultants and caterers, set the stage for today's multibillion-dollar industry.
Trade Review"A fascinating read that has much to offer historians of business, labor, and culture-not to mention anthropologists and specialists in gender and cultural studies. 'Marrying' the symbolic concerns of new cultural history with the material concerns of business history is one of the book's considerable strengths." *
American Historical Review *
"Howard provides a thorough study of the growth of the wedding industry, using numerous primary sources on a subject that has previously received too little attention." *
Choice *
"This richly illustrated and exhaustively researched study provides systematic and long overdue analysis of the evolution of wedding industry products and marketing." *
Business History Review *
