Marketing for socialism: soviet cosmetics in the 1930s
Author
Kravets, O.
Sandıkçı, Ö.
Date
2013-10-28Source Title
Business History Review
Print ISSN
0007-6805
Electronic ISSN
2044-768X
Publisher
Cambridge University Press
Volume
87
Issue
3
Pages
461 - 487
Language
English
Type
ArticleItem Usage Stats
113
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169
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Abstract
This article examines the marketing practices of the Soviet state trust for cosmetics, TeZhe, in the 1930s. Drawing on company records, industry reports, and popular press, we show that TeZhe used an array of marketing tactics, which were similar to those of the Western manufacturers. However, TeZhe's marketing was aligned with the state's economic and sociocultural initiatives and shaped by the ideological dictates of the Soviet system.