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The pottery inventor and entrepreneur, Josiah Wedgewood, pioneered the usage of advertising methods to affect and manipulate the path of the prevailing tastes. One of his preferred sales techniques was to stage expansive showcases of wares on this personal residences or in a rented hall, to which he invited the upper classes. Much pamphleteering of the time was devoted to justifying conspicuous consumption and private vice for luxurious goods for the larger public good. In the extra populous European cities, a small variety of shops were beginning to emerge by the thirteenth century. Specialist retailers similar to mercers and haberdashers have been identified to exist in London, whereas grocers sold “miscellaneous small wares as well as spices and medicines.” However, these retailers have been primitive.
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As late because the 16th century, London’s retailers had been described as little more …
