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| Preface | |
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| Ah Quin | |
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| Antunano, Estevan de | |
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| Arkwright, Sir Richard | |
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| Armour, Philip Danforth | |
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| Graceland Cemetery | |
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| Astor, John Jacob | |
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| Belmont, August | |
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| Boeing, William E. | |
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| Boyd, Henry Allen | |
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| Brannan, Samuel | |
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| Briones, Juana | |
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| Buffett, Warren Edward | |
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| Butterfield, John | |
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| Carnegie, Andrew | |
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| Carnegie's Libraries | |
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| Casey, James E. | |
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| Church, Robert Reed, Sr. | |
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| Colgate, William | |
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| Colt, Samuel | |
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| Culver, Henry | |
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| De Passe, Suzanne | |
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| Deere, John | |
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| Dow, Herbert Henry | |
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| Du Pont Family | |
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| Eastman, George | |
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| Field, Marshall | |
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| Marshall Field's Chicago Store | |
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| Fisk, James | |
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| Forbes, Malcolm Stevenson | |
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| The "Forbes Four Hundred" | |
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| Ford, Henry | |
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| Frick, Henry Clay | |
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| The Frick Collection | |
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| Fugger, Jakob | |
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| Fuller, S. B. | |
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| Gates, William H. (Bill) | |
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| The Codex Leicester | |
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| Geffen, David | |
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| Getty, J. Paul | |
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| Gibbs, Mifflin Wister | |
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| Goldwater, Barry (and Family) | |
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| Gordy, Berry, Jr. | |
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| Motown Historical Museum | |
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| Gould, Jay | |
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| Graves, Earl Gilbert, Jr. | |
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| Guggenheim, Daniel | |
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| Haggar, Joseph Marion | |
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| Hall, Joyce Clyde | |
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| Hammer, Armand | |
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| Harriman, Edward Henry | |
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| Harvey, Ford Ferguson | |
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| Hassenfeld, Stephen David | |
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| Hauser, Samuel Thomas | |
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| Hearst, George | |
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| Hearst, William Randolph | |
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| Hearst Castle | |
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| Heinz, Henry John II (Jack) | |
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| Hershey, Milton S. | |
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| Hershey, Pennsylvania | |
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| Hill, James J. | |
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| Hollerinth, Herman | |
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| Hughes, Howard | |
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| Hunt, Haroldson Lafayette, Jr. | |
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| Huntington, Collis Potter | |
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| Huntington, Henry Edwards | |
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| The Huntington Library, Art Collections, and Botanical Gardens | |
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| Ilfeld, Charles | |
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| Jobs, Steven Paul | |
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| Johnson, John Harold | |
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| Kaiser, Henry J. | |
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| Kellogg, Will Keith | |
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| Knott, Walter | |
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| The Rise of Theme Parks | |
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| Kroc, Raymond Albert | |
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| Fast Food in America | |
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| Lathrop, Austin E. | |
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| Lay, Herman W. | |
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| Lisa, Manuel | |
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| Llewellyn, James Bruce | |
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| Malone, Annie Turnbo | |
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| Marinho, Roberto | |
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| Marriott, J(ohn) Willard (Bill) | |
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| Mason, Biddy | |
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| Maua, Visconde de | |
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| Maytag, Frederick Louis | |
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| McCormick, Cyrus Hall | |
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| Mellon, Andrew W. | |
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| Andrew W. Mellon Foundation | |
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| Morgan, John Pierpont | |
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| Pierpont Morgan Library | |
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| Murdock, Rupert | |
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| Overton, Anthony | |
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| Pace, Harry Herbert | |
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| Patino, Simon Iturri | |
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| Patterson, Charles R. | |
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| Peabody, George | |
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| Penney, James Cash | |
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| Richard W. Sears | |
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| Perot, H(enry) Ross | |
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| Pillsbury, Philip Winston | |
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| The Pillsbury Bakeoff | |
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| Pullman, George Mortimer | |
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| The Pullman Strike | |
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| Rhodes, Cecil John | |
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| Ripley, Edward Payson | |
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| Rockefeller, John Davison | |
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| Rothschild Family | |
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| Ryan, John Dennis | |
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| Simmons, Jake, Jr. | |
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| Spalding, Albert Goodwill | |
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| Spaulding, Charles Clinton | |
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| Spielberg, Stephen | |
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| Spreckels, Claus | |
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| Stanford, Leland | |
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| Stein, Julian Caesar (Jules) | |
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| Steinway, Henry Englehard | |
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| Stetson, John Batterson | |
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| Cowboy Hats | |
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| Strauss, Levi | |
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| The History of Blue Jeans | |
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| Studebaker, John Mohler | |
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| Sutton, Percy Ellis | |
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| Trump, Donald | |
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| Tupper, Earl Silas | |
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| Turner, Robert Edward (Ted) | |
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| Ted Turner's Donation to the United Nations | |
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| Vanderbilt, Cornelius | |
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| George Vanderbilt's Biltmore Estate | |
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| Walker, Madam C. J. | |
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| Elizabeth Arden and Helena Rubinstein | |
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| Walton, Sam | |
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| Ward, Aaron Montgomery | |
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| Mail Order Catalogues | |
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| Waterhouse, Frank | |
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| Weinberg, Harry G. | |
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| Whitney, John Hay | |
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| Winchester, Oliver Fisher | |
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| Winfrey, Oprah Gail | |
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| The Oprah Book Club | |
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| Woodruff, Robert Winship | |
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| Woolworth, Frank Winfield | |
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| Wozniak, Stephen G. | |
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| Wright, William | |
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| Wrigley, William, Jr. | |
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| Yale, Linus | |
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| Sources/PhotoCredits | |
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| Suggested Reading | |
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| Glossary | |
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| Index | |