The Rise Of Marketing And Market Research by Hartmut Berghoff
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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