Chewing Gum: The Fortunes of Taste

by Michael Redclift

In Chewing Gum, Michael Redclift deftly chronicles the growing popularity of gum in the U.S. alongside a fascinating history of peasant revolution led by charismatic Indians in the jungles of southern Mexico.

• Format: Hardcover
• Language: English
• ISBN: 041594418X
• ISBN13: 9780415944182
• Release Date: May 2004
• Publisher: Routledge
• Length: 205 Pages
• Weight: 0.80 lbs.
• Dimensions: 0.7" x 5.8" x 8.5"

Customer Reviews

The history of chewing gum's marketing and popularity

The history of chewing gum's marketing and popularity might seem to some like a narrow topic for a business book: think again. Michael Redclift's Chewing Gum: The Fortunes Of Taste holds plenty of insights into advertising and marketing an innovative new product, telling a zany story based on a scheme hatched by Chicago's Wrigley brother - and social theory scholar Michael Redclift proves the perfect person to bring this tale to life.