The Rise of Marketing and Market Research

The Rise of Marketing and Market Research

Author:

Hartmut Berghoff

Publisher:

Palgrave Macmillan

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Publisher

Palgrave Macmillan
Publication Year 2012
ISBN-13

9780230341067
ISBN-10 9780230341067
Binding

Hardcover
Number of Pages 326 Pages
Language (English)
Weight (grms) 520

Rhetoric about efficient markets is ubiquitous. The many products and businesses that have failed over the past centuries, however, tell a different story. Markets are inherently insecure, and they are made by individuals, businesses, and governments trying to understand and influence them, whether relying on practical experience, theoretical models, or new technologies. This activity is commonly called marketing and this book tells the fascinating history of modern marketing in the United States, Europe, and India.

Hartmut Berghoff

HARTMUT BERGHOFF is the Director of the German Historical Institute in Washington DC, USA, and Professor of Economic and Social History at the University of Göttingen in Germany. Previously he was a fellow at the Institute for Advanced Study in Berlin and a Chandler International Visiting Scholar at Harvard Business School. His fields of expertise are the history of consumption, business history, immigration history, and the history of modern Germany
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