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How Cadillac Became Cadillac

dc.contributor.advisorSicilia, David Ben_US
dc.contributor.authorBenson, Edwin John Mortimeren_US
dc.date.accessioned2011-08-10T05:30:07Z
dc.date.available2011-08-10T05:30:07Z
dc.date.issued2010en_US
dc.identifier.urihttp://hdl.handle.net/1903/11840
dc.description.abstractThis thesis examines the process by which General Motors' Cadillac brand of automobiles came to dominate the U.S. luxury car market between 1927 and 1960. In 1927, Cadillac was only one among a crowded field of U.S. and European automobiles priced above $3000, the threshold of the luxury car market at the time. Through a skillful process of marketing, the corporate strength of General Motors, and the mistakes and ill-fortune of its competitors; Cadillac came to hold at least 50% of the U.S. luxury car market throughout the 1950s, and in some years accounted for nearly 70% of that market. It also briefly examines the reasons for Cadillac's decline in the market during the years since 1960.en_US
dc.titleHow Cadillac Became Cadillacen_US
dc.typeThesisen_US
dc.contributor.publisherDigital Repository at the University of Marylanden_US
dc.contributor.publisherUniversity of Maryland (College Park, Md.)en_US
dc.contributor.departmentHistoryen_US
dc.subject.pqcontrolledAmerican Historyen_US
dc.subject.pqcontrolledMarketingen_US
dc.subject.pqcontrolledEconomic Historyen_US
dc.subject.pquncontrolledAdvertisingen_US
dc.subject.pquncontrolledAutomobilesen_US
dc.subject.pquncontrolledBusiness Historyen_US
dc.subject.pquncontrolledCadillacen_US
dc.subject.pquncontrolledGeneral Motorsen_US
dc.subject.pquncontrolledMarketingen_US


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