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- Title
Portable Power: Inventor Samuel Ruben and the Birth of Duracell.
- Authors
HINTZ, ERIC S.
- Abstract
The article explores the invention, development, and marketing of mercury and alkaline batteries by the inventor Samuel Ruben and his licensee, the P. R. Mallory Co. World War II created an insatiable demand for batteries. It is reported that with its newfound marketing capabilities, Mallory anticipated the large scale demand postwar demand for batteries, both in portable consumer electronics and by the U.S. military. To promote the Duracell brand, Mallory consistently expanded its advertising expenditures, from $220,060 in 1964 to $1.2 million in 1972.
- Subjects
UNITED States; STORAGE batteries; STORAGE battery manufacturing; DURACELL International Inc.; ENGINEERS; INVENTORS; ELECTRONIC industries; HOUSEHOLD electronics; RUBEN, Samuel
- Publication
Technology & Culture, 2009, Vol 50, Issue 1, p24
- ISSN
0040-165X
- Publication type
Article
- DOI
10.1353/tech.0.0203