Consumer Engineering, 1920s-1970s Marketing between Expert Planning and Consumer Responsiveness /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Logemann, Jan (Editor, http://id.loc.gov/vocabulary/relators/edt), Cross, Gary (Editor, http://id.loc.gov/vocabulary/relators/edt), Köhler, Ingo (Editor, http://id.loc.gov/vocabulary/relators/edt)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2019.
• Edition: 1st ed. 2019.
• Series: Worlds of Consumption
• Subjects: History, Modern.; United States-History.; World history.; Social history.; Motivation research (Marketing).; Modern History.; US History.; World History, Global and Transnational History.; Social History.; Consumer Behavior.

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 the...

Table of Contents:

• 1. Beyond the Mad Men: Consumer Engineering and the Rise of Marketing Management, 1920s-1970s: An Introduction
• I. Twentieth-Century Marketing: Aspirations and Limits, Costs, and Benefits
• 2. Marketing as "Consumer Engineering"? A Concept in Transatlantic Perspective, 1930s-1960s
• 3. What Does "Fast Capitalism" Mean for Consumers? Examples of Consumer Engineering in the United States
• 4. A Theoretical Exploration of Consumer Engineering: Implicit Contracts and Market Making
• II. Consumer Engineers and Transatlantic Exchanges at Mid-Century
• 5. Shopping Malls and Social Democracy: Victor Gruen's Postwar Campaign for Conscientious Consumption in American Suburbia
• 6. Consumer-Based Research: Walter Landor and the Value of Packaging Design in Marketing
• 7. German-Style Consumer Engineering: Victor Vogt's Verkaufspraxis, 1925-1950
• III. Consumer Engineering Practices in Postwar Europe
• 8. Consumer Credit as a Marketing Tool: The French Experience in European and Transatlantic Comparison, 1950s-1960s
• 9. Adidas and the Creation of a Transnational Market for German Athletic Shoes, 1948-1978
• 10. Imagined Images, Surveyed Consumers: Market Research as a Means of Consumer Engineering, 1950s-1980s
• IV. Consumer Engineering and Consumer Movements
• 11. Marketing a New Society or Engineering Kitchens? IKEA and the Swedish Consumer Agency
• 12. "The Consumer Crusader": Hugo Schui and the German Consumers Association
• 13. Consumer Engineering by Belgian Consumer Movements: From Modern Marketing with a Transnational Touch to Late-Modern Insecurities, 1957-2000.