"Marchand's masterful study of the creation of the corporate image is a classic, to be put alongside his Advertising the American Dream. It will be essential reading for anyone interested in business, technology, consumer culture, and advertising in the twentieth century."Jeffrey L. Meikle, University of Texas at Austin
"More than any other historian, Roland Marchand has illuminated the murky crannies of our nation's underculture, in the process showing us how much of our national mythology is both reflected in and created by such once-scorned arts as advertising and public relations. Creating the Corporate Soul is a magisterial baring of the American psyche fashioned by the grandfathers and godfathers of today's spin doctors. It ranks with such great business histories as Daniel Boorstin's The Americans: The Democratic Experience and Alfred Chandler's The Visible Hand."Randall Rothenberg, author of Where the Suckers Moon: An Advertising Story
[The book is] much more given to history than theory...thoroughly researched and beautifully illustrated....[His conclusion is that] big business may not have found a soul but it found a reasonably social facsimile of one.