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

Gary Cross

ISBN 10: 3030145638 / ISBN 13: 9783030145637

Edité par Springer, 2019

A propos de cet article

Druck auf Anfrage Neuware - Printed after ordering - 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 twentiethcentury, this volume contributes to a reassessment of consumer history more broadly.

N° de réf. du vendeur 9783030145637

Détails bibliographiques

• Titre: Consumer Engineering, 1920s-1970s : Marketing between Expert Planning and Consumer Responsiveness
• Éditeur: Springer
• Date de parution: 2019
• Langue: anglais
• ISBN à 10 chiffres: 3030145638
• ISBN à 13 chiffres: 9783030145637
• Reliure: Buch
• État de l'article: Neu
• Dimensions: 241 L x 160 H x 23 P (en millimètres) 241 millimètres de largeur par 160 millimètres de hauteur par 23 millimètres de profondeur
• Poids: 629 grammes

A propos de ce titre

Synopsis

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 twentiethcentury, this volume contributes to a reassessment of consumer history more broadly.

À propos de l?auteur

Jan Logemann is Assistant Professor of Economic and Social History at the University of Göttingen, Germany.
Gary Cross is Distinguished Professor Emeritus of History at Pennsylvania State University, USA.
Ingo Köhler is Assistant Professor of Economic and Social History at the University of Göttingen, Germany.