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The Beginning of Mass Marketing in America: George Eastman and Photography as a Case Study

Harvard Business School in Boston, Massachusetts

This article offers an interpretation of the birth of mass marketing through an intensive study of one case: George Eastman and the photographic industry. Eastman transformed picture-taking from an expensive, technologically complex craft into a very simple process, making it accessible to a mass market. He was both a leader in his field and an example of what was happening as mass marketing swept through numerous U.S. industries late in the nineteenth century.

Journal of Macromarketing, Vol. 17, No. 2, 67-81 (1997)
DOI: 10.1177/027614679701700207


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