Consumer Engineering, 1920s – 1970s Marketing between Expert Planning and Consumer Responsiveness

Jan Logemann, Gary Cross, and Ingo Köhler

Informasi Dasar

20.21.1812
658.8
Buku - Elektronik (E-Book)

In the middle of the twentieth century, a new class of marketing expert emerged beyond the familiar ad men of Madison Avenue. Working as commercial designers, consumer psychologists, sales managers, and market researchers, these professionals were self-defined “consumer engineers,” and their rise heralded a new era of marketing. To what extent did these efforts to engineer consumers shape consumption practices? And to what extent was the phenomenon itself a product of broader social and cultural forces? This collection considers consumer engineering in the context of the longer history of transatlantic marketing. Contributors offer case studies on the roles of individual consumer engineers on both sides of the Atlantic, the impact of such marketing practices on European economies during World War II and after, and the conflicted relationship between consumer activists and the ideas of consumer engineering. By connecting consumer engineering to a web of social processes in the twentieth century, this volume contributes to a reassessment of consumer history more broadly.

Subjek

MARKETING STRATEGY
 

Katalog

Consumer Engineering, 1920s – 1970s Marketing between Expert Planning and Consumer Responsiveness
978-3-030-14564-4
297p.: pdf file.; 6 MB
English

Sirkulasi

Rp. 0
Rp. 1.000
Tidak

Pengarang

Jan Logemann, Gary Cross, and Ingo Köhler
Perorangan
 
 

Penerbit

Springer Nature
Switzerland
2019

Koleksi

Kompetensi

 

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