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Full Description
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.
Contents
The Origins of Marketing and Market Research: Information, Institutions, and Markets; H.Berghoff , P.Scranton & U.Spiekermann Selling Indian Indigo in Traditional and Modern European Markets, 1780-1910; A.Engel 'Cotton Guessers': Crop Forecasters and the Rationalizing of Uncertainty in American Cotton Markets, 1890-1905; J.L.Pietruska Mail-Order Doctors and Market Research, 1890-1930; D.J.Robinson Making Metropolitan Markets: Information, Intermediaries, and Real Estate in Modern Paris; A.M.Yates Introducing Small Firms to International Markets: The Debates over the Commercial Museums in France and Germany, 1880-1910; S.A.Marin Making the Ledgers Talk: Customer Control and the Origins of Retail Data Mining, 1920-1940; J.Lauer Markets, Consumers, and the State: The Uses of Market Research in Government and the Public Sector in Britain, 1925-1955; S.Schwarzkopf Mrs. Housewife and the Ad Men: Advertising, Market Research, and Mass Consumption in Postwar Britain; S.Nixon Subliminal Seduction: The Politics of Consumer Research in Post-World War II America; K.Lipartito Gender Realignment: The Design and Marketing of Gas Stations for Women; G.Donofrio The Bad Science and the Black Arts: The Reception of Marketing in Socialist Europe; P.H.Patterson
