The U.S. is, in Adam Smith's phrase, "a people of customers." And in the affluent 1960's the voice of the customer is increasingly being heard and heeded. It is a predominantly feminine voice, since American women buy an estimated 75% of all goods and services. Thus it was a characteristically canny decision on Lyndon Johnson's part not only to decree the new post of Special Presidential Assistant on Consumer Affairs in January 1964 but also to appoint a woman as the first holder of that office. Her name is Mrs. Esther Peterson, and if gimmickry, guff and guile...
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