Franck Cochoy critically analyses the transformation of commerce and the origins of self-service through the lens of Progressive Grocer, an American trade magazine launched in 1922. Aimed at modernizing small independent grocery stores, it sowed the seeds for modern self-service in small retail outlets. Using actor-network theory, this in
'Franck Cochoy is one of the most theoretically adept scholars working in marketing and consumer research at the moment. This book is a major contribution to the history of marketing theory and practice. It demands attention.' - Mark Tadajewski, Professor, Durham University, UK
"...the wealth of bibliographical references places it well within historiographic research, of which it constitutes a significant advance.."- Emanuela Scarpellini, Università degli Studi di Milano, Milano, Italy.