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Consumer Engineering, 1920s-1970s - Marketing between Expert Planning and Consumer Responsiveness (Paperback, 1st ed. 2019)
Loot Price: R2,313
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Consumer Engineering, 1920s-1970s - Marketing between Expert Planning and Consumer Responsiveness (Paperback, 1st ed. 2019)
Series: Worlds of Consumption
Expected to ship within 10 - 15 working days
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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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