Consumer Engineering, 1920s-1970s

Description: Consumer Engineering, 1920s-1970s Please note: this item is printed on demand and will take extra time before it can be dispatched to you (up to 20 working days). Marketing between Expert Planning and Consumer Responsiveness Author(s): Jan Logemann, Gary Cross, Ingo Koehler Format: Hardback Publisher: Springer Nature Switzerland AG, Switzerland Imprint: Springer Nature Switzerland AG ISBN-13: 9783030145637, 978-3030145637 Synopsis 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.

Price: 75.17 GBP

Location: Aldershot

End Time: 2024-12-20T01:07:27.000Z

Shipping Cost: 36.65 GBP