Worlds of Consumption

The Rise of Marketing and Market Research

Editors: Berghoff, H., Scranton, P., Spiekermann, U. (Eds.)

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About this book

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.

About the authors

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.

Table of contents (12 chapters)

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

    Berghoff, Hartmut (et al.)

    Pages 1-26

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

    Engel, Alexander

    Pages 27-47

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

    Pietruska, Jamie L.

    Pages 49-72

  • Mail-Order Doctors and Market Research, 1890–1930

    Robinson, Daniel J.

    Pages 73-93

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

    Yates, Alexia M.

    Pages 95-125

Buy this book

eBook £52.99
price for United Kingdom (gross)
  • ISBN 978-1-137-07128-6
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover £67.00
price for United Kingdom (gross)
  • ISBN 978-0-230-34106-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover £61.00
price for United Kingdom (gross)
  • ISBN 978-1-349-34388-1
  • Free shipping for individuals worldwide
  • This title is currently reprinting. You can pre-order your copy now.

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Bibliographic Information

Bibliographic Information
Book Title
The Rise of Marketing and Market Research
Editors
  • H. Berghoff
  • P. Scranton
  • U. Spiekermann
Series Title
Worlds of Consumption
Copyright
2012
Publisher
Palgrave Macmillan US
Copyright Holder
Palgrave Macmillan, a division of Nature America Inc.
eBook ISBN
978-1-137-07128-6
DOI
10.1057/9781137071286
Hardcover ISBN
978-0-230-34106-7
Softcover ISBN
978-1-349-34388-1
Edition Number
1
Number of Pages
IX, 312
Topics