Paul Nystrom

Paul Nystrom was an American economist and a professor of marketing at Columbia University. He is most known as pioneer in marketing, and for his books The Economics of Retailing (1915) and Economics of Fashion (1928).

Nystrom is frequently associated with the philosophy of futility, a phrase which he coined in his 1928 book Economics of Fashion to describe the disposition caused by the monotony of the new industrial age. In this work he also contributed to the concept of Hemline index.

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