California State University, Northridge WordmarkOviatt Library WordmarkOviatt Library Catalog Wordmark
Author Moreno, Julio, 1970-
Title Yankee don't go home! : Mexican nationalism, American business culture, and the shaping of modern Mexico, 1920-1950 / Julio Moreno.
Published Chapel Hill : University of North Carolina Press, c2003.
Book Cover

 Floor3  HD3616.M42 M67 2003    IN LIBRARY
Description xi, 321 p. : ill. ; 24 cm.
Series Luther Hartwell Hodges series on business, society, and the state
Luther Hartwell Hodges series on business, society, and the state.
Bibliography Includes bibliographical references (p. [283]-307) and index.
Contents Liberalism, the state, and modern industrial capitalism in postrevolutionary Mexico -- Spreading the American dream : information, technology, and World War II -- Prophets of capitalism : the growth of advertising as a profession and the making of modern Mexico -- Advertising national identity and globalization in the reconstruction of modern Mexico -- J. Walter Thompson and the negotiation of Mexican and American values -- In search of markets, diplomacy, and consumers : Sears as a commercial diplomat in Mexico -- Industrial capitalism, antimodernism, and consumer culture in 1940s Mexico.
Subject Industrial policy -- Mexico -- History -- 20th century.
Capitalism -- Mexico -- History -- 20th century.
Consumption (Economics) -- Mexico -- History -- 20th century.
Mexico -- Foreign relations -- United States.
United States -- Foreign relations -- Mexico.
Advertising -- Mexico -- History -- 20th century.
Nationalism -- Mexico -- History -- 20th century.
Mexico -- Politics and government -- 1910-1946.
Mexico -- Politics and government -- 1946-1970.
J. Walter Thompson Company.
Sears, Roebuck and Company.
ISBN 0807854786 (pbk. : alk. paper)
0807828025 (cloth : alk. paper)
OCLC number 52070591