The Americanisation of French Retail at the Start of the 1960s : Bernard Trujillo and the Modern Marketing Methods Seminars
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2017
- ISIDORE Id: 10670/1.166cd6...
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Instruction and study--Methods Sixties (Twentieth century decade) 60s (Twentieth century decade) 1960s Retail marketing Consumer goods--Marketing Retail trade--Marketing Domestic marketing Article Frenchmen (French people) Immigrants--Cultural assimilation--United States Instruction and study--MethodsCiter ce document
Tristan Jacques, « The Americanisation of French Retail at the Start of the 1960s : Bernard Trujillo and the Modern Marketing Methods Seminars », Vingtième Siècle. Revue d’histoire, ID : 10670/1.166cd6...
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Hypermarkets, invented in France in 1963, were part and parcel of the drastic transformations of retail trade structures. This article examines the process of Americanization behind those changes, and more specifically the role of the Modern Marketing Methods seminars, organized by the National Cash Register and led by Bernardo Trujillo between 1957 and the end of the 1960s. These courses were offered to retail professionals in the United-States and touted, among other things, the advantages of consumer self-service; despite being US-based, these seminars had a strong impact on French business. However, as these seminars are not well known by historians, this article seeks to document their functioning and to examine their influence, in particular by comparing them to the productivity missions of the 1950s.
