The Potential Negro Market
JOHNSON, JOSEPH T.

1952 NY: Pageant, First edition. A groundbreaking study of the potential buying power of the black consumer in the 1950s. The author here "presents a thorough economic treatment of the Negro as a consumer comprising a special market". Johnson, a professor of ecomomics and marketing at Lincoln University, provides census figures on black population and dispersal, income figures and uses the cosmetics industry as a microcosm of the issues. Also included is a section on companies which had to that time attempted to cultivate the African American market such as Pepsi-Cola, Philip Morris and the liquor industry. Cloth, 185 pps. with index and appendices. A fine copy in bright dust jacket with a minor shallow chip head of spine and a few stray marks gutter edge of front panel. Quite an uncommon (and important) book. (Item ID: D314)

$42.50

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