Consumer Engineering, 1920s1970s: Marketing between Expert Planning and Consumer

Description: Consumer Engineering, 1920s1970s by Jan Logemann, Gary Cross, Ingo Köhler 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. FORMAT Hardcover LANGUAGE English CONDITION Brand New Publisher Description 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 twentiethcentury, this volume contributes to a reassessment of consumer history more broadly. Back Cover 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. Author Biography Jan Logemann is Assistant Professor of Economic and Social History at the University of Göttingen, Germany.Gary Cross is Distinguished Professor Emeritus of History at Pennsylvania State University, USA.Ingo Köhler is Assistant Professor of Economic and Social History at the University of Göttingen, Germany. 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 Gruens 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 Vogts Verkaufspraxis, 1925–1950.- III. Consumer Engineering Practices in Postwar Europe.- 8. Consumer Credit as a Marketing Tool: The French Experience in European andTransatlantic 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. Feature Reassesses the concept of consumer engineering in a comparative, transnational framework, moving beyond the familiar narrative of consumer manipulation Considers the history of consumer engineering in the context of mid-century developments such as social engineering, modernist planning and design, and the professionalization of various fields Appeals to scholars of marketing and business history, consumer culture, social engineering, social movements, transnational history, and the history of capitalism Details ISBN3030145638 Year 2019 ISBN-10 3030145638 ISBN-13 9783030145637 Format Hardcover Pages 296 Publication Date 2019-06-14 Short Title Consumer Engineering, 1930s-1970s Language English DOI 10.1007/978-3-030-14564-4 DEWEY 306.30973 UK Release Date 2019-06-14 Edition 1st Place of Publication Cham Country of Publication Switzerland Author Ingo Köhler Publisher Springer Nature Switzerland AG Edition Description 1st ed. 2019 Series Worlds of Consumption Imprint Springer Nature Switzerland AG Subtitle Marketing between Expert Planning and Consumer Responsiveness Alternative 9783030145668 Edited by Ingo Köhler Audience Professional & Vocational Illustrations 8 Illustrations, color; 16 Illustrations, black and white; XI, 296 p. 24 illus., 8 illus. in color. 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