The Rise of Marketing and Market Research

1. Front Matter

   Pages i-ix

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2. The Origins of Marketing and Market Research: Information, Institutions, and Markets

   • Hartmut Berghoff, Philip Scranton, Uwe Spiekermann

   Pages 1-26

3. Selling Indian Indigo in Traditional and Modern European Markets, 1780–1910

   • Alexander Engel

   Pages 27-47

4. “Cotton Guessers”: Crop Forecasters and the Rationalizing of Uncertainty in American Cotton Markets, 1890–1905

   • Jamie L. Pietruska

   Pages 49-72

5. Mail-Order Doctors and Market Research, 1890–1930

   • Daniel J. Robinson

   Pages 73-93

6. Making Metropolitan Markets: Information, Intermediaries, and Real Estate in Modern Paris

   • Alexia M. Yates

   Pages 95-125

7. Introducing Small Firms to International Markets: The Debates over the Commercial Museums in France and Germany, 1880–1910

   • Séverine Antigone Marin

   Pages 127-151

8. Making the Ledgers Talk: Customer Control and the Origins of Retail Data Mining, 1920–1940

   • Josh Lauer

   Pages 153-169

9. Markets, Consumers, and the State: The Uses of Market Research in Government and the Public Sector in Britain, 1925–1955

   • Stefan Schwarzkopf

   Pages 171-192

10. Mrs. Housewife and the Ad Men: Advertising, Market Research, and Mass Consumption in Postwar Britain

    • Sean Nixon

    Pages 193-213

11. Subliminal Seduction: The Politics of Consumer Research in Post-World War II America

    • Kenneth Lipartito

    Pages 215-236

12. Gender Realignment: The Design and Marketing of Gas Stations for Women

    • Greg Donofrio

    Pages 237-267

13. The Bad Science and the Black Arts: The Reception of Marketing in Socialist Europe

    • Patrick Hyder Patterson

    Pages 269-293

14. Back Matter

    Pages 295-312

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This volume serves up a combination of broad questions, theoretical approaches, and manifold case studies to explore how people have sought to understand markets and thereby reduce risk, whether they have approached this challenge with a practical view based on their own business acumen or used the tools of scholarship.

• Advertising
• Britain
• design
• Europe
• France
• gender
• Germany
• market research
• marketing

• German Historical Institute, USA

  Hartmut Berghoff, Uwe Spiekermann

• Department of History, Rutgers University, Camden, USA

  Philip Scranton

HARTMUT BERGHOFF is the Director of the German Historical Institute in Washington DC, USA, and Professor of Economic and Social History at the University of Göttingen in Germany. Previously he was a fellow at the Institute for Advanced Study in Berlin and a Chandler International Visiting Scholar at Harvard Business School. His fields of expertise are the history of consumption, business history, immigration history, and the history of modern Germany.
PHILIP SCRANTON is Board of Governors Professor, History of Industry and Technology, Rutgers University, USA, and Director of the Center for the History of Business, Technology and Society, Hagley Museum and Library. He has authored or edited 13 books, the most recent of which is Reimagining Business History (Johns Hopkins, 2013, with Patrick Fridenson). He currently is at work on an overview of aircraft gas turbine engine development, Making Jet Engines Work, 1940s–1960s.
UWE SPIEKERMANN is the Deputy Director of the German Historical Institute in Washington DC. He has held teaching and research positions in Göttingen, Bremen, Münster, London, Exeter, and Vienna, and he has served as managing director of a Heidelberg-based foundation for nutrition. His work focuses on consumption history, business history, and modern German and American social and economic history.

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