Hartmut Berghoff
German economic and business historian, professor at the University of Göttingen, and former director (2008–2015) of the German Historical Institute in Washington, D.C.; known for work on consumption history, family firms, and company case studies such as Hohner.
Books
This list of books are ONLY the books that have been ranked on the lists that are aggregated on this site. This is not a comprehensive list of all books by this author.
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1. The Rise Of Marketing And Market Research
This collection charts the historical emergence and professionalization of marketing and market research from the late nineteenth to the late twentieth century, focusing on the United States and Germany. Through comparative case studies, it documents the rise of surveys, consumer panels, test markets, and data infrastructures that underpinned modern corporate strategy and branding. The chapters trace transatlantic knowledge flows, the influence of wartime and political regimes, and the formation of institutions linking business, academia, and the state. It also interrogates the biases, limits, and power dynamics of early methodologies and their lasting impact on consumer culture.
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