How to introduce "Gertrude".

Croton-on-Hudson, N.Y. : Institute for Motivational Research, Inc., 1967.

Part of : Ernest Dichter papers.

DeSoto, Inc.

Detergents -- Marketing.

Detergents -- Purchasing -- Psychological aspects.

Washing -- Psychological aspects.

Disinfection and disinfectants.

Women consumers -- United States -- Attitudes.

Gertrude detergent.

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