Merchants and Manufacturers by Glenn Porter and Harold C Livesay

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Soft Cover

257 pages

CONTENTS

Preface ix

I. Framework and Overview 1

II. The Merchant in Control: Marketing after 1815 13

III. The Merchant in Operation: The Marketing of Iron 37

IV. The Merchant as Catalyst: Financing Economic Growth 62

V. Marketing in a Changing Environment: The Railway Supply Industry, 1830-1842 79

VI. The Future Foreshadowed: The Railway Supply Industry, 1842-1860 96

VII. The Decline of the Merchant as Financier 116

VIII. The Manufacturer Ascendant: Changing Markets in Producers' Goods 131

IX. The Manufacturer Ascendant: Concentration and Consumers' Goods 154

X. The Imperatives of Technology: Marketing Perishable Goods 166

XI. Other Products with Marketing Complexities 180

XII. The Continued Relevance of the Jobber: The Tobacco Industry 197

XIII. Survival of the Old Order: Continuity in Consumers' Goods 214

XIV. The Contours of Change 228

Bibliography 233

Index 249

ON THE BACK COVER: In its transformation from an agrarian to an industrial economy, the United States saw a fundamental change in the marketing of manufactured goods during the 19th century. Changes in distribution were at least as important as changes in production, as the authors demonstrate in this absorbing study of exemplary industries. Their focus is on iron, tobacco, railway supplies, perishable goods, and other products with special complexities. Merchants and Manufacturers shows how rising industrial capacity, the concentration of markets, and advancing technology forced new methods of distribution and the decline of independent merchants and wholesalers. By the beginning of the 20th century the outlines of a new economic order had emerged, one in which the modern corporation became the dominant institution.

"A most valuable study, carefully researched and well documented, a book that will long stand on its own... Their conclusions are persuasive."-Harry N. Scheiber, Journal of American History

"A splendid study in business history. And it is business history of the best kind, that which relates changes in business organization and practice to the mainstream of economic development."-Journal of Southern History

"No one before Porter and Livesay has put the story together, or so carefully delineated the transition from the old mercantile to the new industrial world....A good book about an important subject."

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