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Contents

Preface

Introduction: The Cowboy and the Flapper

1 Horse Trading: Duping the Buyer

Horses as Masculine Symbols

The Manly Art of Horse Trading

The Reputation of Horse Traders

The Horse Trading Business

Horse Trading as a Game

The Rules of the Game

Hiding Faults

Warranties

2 Retailing: Satisfying the Buyer

Manufactured Transportation: Carriages and Bicycles

Negotiated (Discriminatory) Prices

Single (Democratic) Prices

Satisfaction Guaranteed or Your Money Cheerfully Refunded

3 Cars: Joining the New Marketplace

Coachmen to Chauffeurs: The Male Lineage

Cars in Stores

One Posted Price to All

One-Price by Law

Advertising List Prices

4 Used Cars: Undermining the New Marketplace

Origins

Trade-In Allowances and Over-Allowances

Controlling Over-Allowances

Cheating: “Buyers Are Liars”—And So Are Sellers

5 The Triumph of the Price Pack: Selling the Deal

Price Padding with the Pack

After-Sales Packing

The 1950s: “… for Thieves to Sell to Mental Defectives”

Advertising and Blitz Marketing

Posting a Price

The Great Warranty War

6 Bad Guys

The Car Seller’s Career: Nasty, Brutish, and Short

The Sales Game: Tactics

The Sales Game: Strategy

Car Dealers’ Reputation and Character

7 Bargaining and Gender

“The Great American Sport of Bargaining”

Brokers

Cars and Masculinity

Women as Buyers and Sellers

Epilogue: Still Horse Trading in the Internet Age

The Dealer’s Cost

Make Me an Offer!

Notes

Index

Illustrations follow page

Previous Chapter

Dedication

Next Chapter

Preface

Additional Information

ISBN
9781421401676
Related ISBN
9780801889974
MARC Record
OCLC
867792828
Pages
ix-x
Launched on MUSE
2013-01-01
Language
English
Open Access
Yes
Creative Commons
CC-BY-NC-ND
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