Includes bibliographical references (pages 223- 226) and index.
Contents
1. Edsel Ford : the early years -- 2. Edsel Ford : the final years -- 3. Development of the market -- 4. Prologue to the Edsel -- 5. Learning their ABCs -- 6. The plot thickens -- 7. Motivational research -- 8. The show opens -- 9. First tragedy -- 10. Then farce -- 11. Final act and curtain -- 12. Why the Edsel failed.