Consumer Engineering, 1920s-1970s - Marketing between Expert Planning and Consumer Responsiveness (Hardcover, 1st ed. 2019)

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.

General

Imprint:	Springer Nature Switzerland AG
Country of origin:	Switzerland
Series:	Worlds of Consumption
Release date:	June 2019
First published:	2019
Editors:	Jan Logemann • Gary Cross • Ingo Koehler
Dimensions:	235 x 155mm (L x W)
Format:	Hardcover
Pages:	296
Edition:	1st ed. 2019
ISBN-13:	978-3-03-014563-7
Categories:	Books > Humanities > History > World history > General Books > Humanities > History > History of specific subjects > Social & cultural history Books > Business & Economics > Business & management > Sales & marketing > General Books > History > History of specific subjects > Social & cultural history Books > History > World history > General
LSN:	3-03-014563-8
Barcode:	9783030145637

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