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" Consumer engineering, 1920s-1970s : "
Jan Logemann, Gary Cross, Ingo Köhler, editors.
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BL
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| Record Number
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861208
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| Title & Author
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Consumer engineering, 1920s-1970s : : marketing between expert planning and consumer responsiveness /\ Jan Logemann, Gary Cross, Ingo Köhler, editors.
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| Publication Statement
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Cham, Switzerland :: Palgrave Macmillan,, [2019]
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| Series Statement
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Worlds of consumption
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1 online resource
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| ISBN
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3030145646
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: 9783030145644
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9783030145637
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| Notes
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The Crisis of National-Liberalism and the Emergence of the Interventionist (Racial) State
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Intro; Contents; List of Contributors; List of Figures; List of Tables; Chapter 1 Beyond the Mad Men: Consumer Engineering and the Rise of Marketing Management, 1920s-1970s; Consumer Engineering as a Phase in Marketing in the United States and Europe; Marketing as Social Engineering?; Marketing Innovation in the Context of Consumer and Business History; Consumer Engineers and Transatlantic Exchanges at Mid-Century; The Company Level: Changing Marketing Practices in Postwar Europe; Creating Rational Consumers? Consumer Engineering and the Consumer Movement
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A Generation of Accelerated Commodity Change, 1890-1930Consumer Engineering and Commodity Speed-Up in the 1930s; The Fast Capitalism and Consumer Engineering of the Postwar; Conclusion: Some Ironies of Fast Capitalism; Chapter 4 A Theoretical Exploration of Consumer Engineering: Implicit Contracts and Market Making; Setting Out the Problem of Information Asymmetries: Moral Hazard and Adverse Selection in Effects in Consumer Markets; Producer Response: Market-Making Innovation and Implicit Contracts
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Overcoming Costly Pre-purchase Specification with Credible Commitments and Implicit Contracts for Novel ProductsConclusion; Part II Consumer Engineers and Transatlantic Exchanges at Mid-Century; Chapter 5 Shopping Malls and Social Democracy: Victor Gruen's Postwar Campaign for Conscientious Consumption in American Suburbia; Selling the Idea of the Shopping Center; Northland; Shopping Center Evangelism; Southdale; Planning in the Postwar Era; A Reorientation Toward Europe; Chapter 6 Consumer-Based Research: Walter Landor and the Value of Packaging Design in Marketing
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Part I Twentieth Century Marketing-Aspirations and Limits, Costs and BenefitsChapter 2 Professional Marketing as "Consumer Engineering"? A Concept in Transatlantic Perspective; The Concept of "Consumer Engineering" and the Rise of "Scientific Marketing"; A New Kind of Professional: Marketers as Scientists and Social Engineers; No American Exceptionalism: Transatlantic Careers of Consumer Engineers; Conclusion: Limits of Consumer Engineering; Chapter 3 What Does "Fast Capitalism" Mean for Consumers? Examples of Consumer Engineering in the United States
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Walter Landor-A Transatlantic BiographyPackaging, Consumer Design, and the Use of Research; The Attributes of Successful Packaging According to Landor; Beyond Beer: Landor's Impact on the Design Profession; New Horizons Aboard the Klamath: Corporate Identity Designs and Global Clients; Conclusion; Chapter 7 German-Style Consumer Engineering: Victor Vogt's Verkaufspraxis, 1925-1950; Victor Vogt and the Journal Verkaufspraxis; Working for Recovery, Fighting for National Strength: Partial Adoption of U.S. Consumer Engineering Techniques in the 1920s
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| Abstract
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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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| Subject
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Consumer behavior.
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Marketing-- History.
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BUSINESS ECONOMICS-- Industrial Management.
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BUSINESS ECONOMICS-- Management Science.
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BUSINESS ECONOMICS-- Management.
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BUSINESS ECONOMICS-- Organizational Behavior.
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Consumer behavior.
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Marketing.
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| Dewey Classification
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658.8
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| LC Classification
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HF5415.C66 2019
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| Added Entry
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Cross, Gary P.
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Köhler, Ingo
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Logemann, Jan L.
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