“It is an axiom of the West that its mysterious charm cannot be evaded. By many it is compared to a disease—a slow fever, with the sensation of pleasure substituted for that of pain.” Thus reads one such promotion of Santa Fe, New Mexico. And the book is full of these clever nuggets. This history of railway promotion in the Southwest from 1890-1930s may focus on the Atchison, Topeka and Santa Fe Railway, but its marketing lessons are a must-read for anyone running a railroad today. Sa


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