Description: Consumer Engineering, 1920s–1970s : Marketing Between Expert Planning and Consumer Responsiveness, Hardcover by Logemann, Jan (EDT); Cross, Gary (EDT); Ko¨hler, Ingo (EDT); Stoneman, Mark (EDT), ISBN 3030145638, ISBN-13 9783030145637, Brand New, Free P&P in the UK 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.
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Book Title: Consumer Engineering, 1920s–1970s : Marketing Between Expert Plan
Number of Pages: 296 Pages
Language: English
Publication Name: Consumer Engineering, 1920s-1970s: Marketing between Expert Planning and Consumer Responsiveness
Publisher: Springer Nature Switzerland A&G
Publication Year: 2019
Subject: History, Marketing
Item Height: 235 mm
Item Weight: 629 g
Type: Textbook
Author: Ingo Koehler, Jan Logemann, Gary Cross
Series: Worlds of Consumption
Item Width: 155 mm
Format: Hardcover
