Consumer Engineering, 1920s–1970s: Marketing between Expert Planning and Consumer Responsiveness (Worlds of Consumption) - Image 1

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MACMILLAN Consumer Engineering, 1920s–1970s: Marketing between Expert Planning and Consumer Responsiveness (Worlds of Consumption)

Name: Consumer Engineering, 1920s-1970s: Marketing between Expert Planning and Consumer Responsiveness (Worlds of Consumption)
Brand: MACMILLAN
Price: 81.95 GBP
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Business & Economic History

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Description

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. From the Back Cover 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. About the Author 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.

Product Specifications

Brand: MACMILLAN
Format: hardcover
ASIN: 3030145638
Category: Books > Subjects > Business, Finance & Law > Biographies & Histories > Business & Economic History
Domain: Amazon UK
Release Date: 14 June 2019
Listed Since: 31 January 2019

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MACMILLAN Consumer Engineering, 1920s–1970s: Marketing between Expert Planning and Consumer Responsiveness (Worlds of Consumption)

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