''The Sun's Only Rival:'' General Electric's Mazda Trademark and the Marketing of Electric Light.

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  • Additional Information
    • Subject Terms:
      UNITED States
    • Subject Terms:
      GENERAL Electric Co. 001367960 GE
    • Abstract:
      Focuses on the launch of an advertising campaign by the General Electric Co. to promote its trademark for incandescent light bulbs called Mazda in the U.S. in 1909. Etymology of the word Mazda; Reputation of GE in the incandescent lamp industry; Marketing strategy adopted by GE for its lamps.