The Rise of Marketing and Market Research

Hardcover | October 30, 2012

EditorHartmut Berghoff, Philip Scranton, Uwe Spiekermann

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Rhetoric about efficient markets is ubiquitous. The many products and businesses that have failed over the past centuries, however, tell a different story. Markets are inherently insecure, and they are made by individuals, businesses, and governments trying to understand and influence them, whether relying on practical experience, theoretical models, or new technologies. This activity is commonly called marketing and this book tells the fascinating history of modern marketing in the United States, Europe, and India.

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Rhetoric about efficient markets is ubiquitous. The many products and businesses that have failed over the past centuries, however, tell a different story. Markets are inherently insecure, and they are made by individuals, businesses, and governments trying to understand and influence them, whether relying on practical experience, theo...

Hartmut Berghoff is the director of the German Historical Institute in Washington, DC and Professor of Economic and Social History at the University of Göttingen in Germany. Previously he was a fellow at the Institute for Advanced Study in Berlin and a Chandler International Visiting Scholar at Harvard Business School. His fields of e...

other books by Hartmut Berghoff

Format:HardcoverDimensions:326 pages, 9.3 × 5.72 × 0.91 inPublished:October 30, 2012Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230341063

ISBN - 13:9780230341067

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Table of Contents

The Origins of Marketing and Market Research: Information, Institutions, and Markets - Hartmut Berghoff, Philip Scranton, and Uwe Spiekermann
Selling Indian Indigo in Traditional and Modern European Markets, 1780–1910 - Alexander Engel
'Cotton Guessers': Crop Forecasters and the Rationalizing of Uncertainty in American Cotton Markets, 1890–1905 - Jamie L. Pietruska
Mail-Order Doctors and Market Research, 1890–1930 - Daniel J. Robinson
Making Metropolitan Markets: Information, Intermediaries, and Real Estate in Modern Paris - Alexia M. Yates
Introducing Small Firms to International Markets: The Debates over the Commercial Museums in France and Germany, 1880–1910 - Séverine Antigone Marin
Making the Ledgers Talk: Customer Control and the Origins of Retail Data Mining, 1920–1940 - Josh Lauer
Markets, Consumers, and the State: The Uses of Market Research in Government and the Public Sector in Britain, 1925–1955 - Stefan Schwarzkopf
Mrs. Housewife and the Ad Men: Advertising, Market Research, and Mass Consumption in Postwar Britain - Sean Nixon
Subliminal Seduction: The Politics of Consumer Research in Post–World War II America - Kenneth Lipartito
Gender Realignment: The Design and Marketing of Gas Stations for Women - Greg Donofrio
The Bad Science and the Black Arts: The Reception of Marketing in Socialist Europe - Patrick Hyder Patterson