The Rise of Marketing and Market Research
This volume serves up a combination of broad questions, theoretical approaches, and manifold case studies to explore how people have sought to understand markets and thereby reduce risk, whether they have approached this challenge with a practical view ba
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Worlds of Consumption Published in association with the German Historical Institute, Washington, D.C. Series Editors: Hartmut Berghoff and Uwe Spiekermann Worlds of Consumption is a peer-reviewed venue for the history of consumption and consumerism in the modern era, especially the twentieth century, with a particular focus on comparative and transnational studies. It aims to make research available in English from an increasingly internationalized and interdisciplinary field. The history of consumption offers a vital link among diverse fields of history and other social sciences because modern societies are consumer societies whose political, cultural, social, and economic structures and practices are bound up with the history of consumption. Worlds of Consumption highlights and explores these linkages, which deserve wide attention, since they shape who we are as individuals and societies. Published by Palgrave Macmillan: Decoding Modern Consumer Societies Edited by Hartmut Berghoff and Uwe Spiekerman The Development of Consumer Credit in Global Perspective: Business, Regulation, and Culture Edited by Jan Logemann The Rise of Marketing and Market Research Edited by Hartmut Berghoff, Philip Scranton, and Uwe Spiekermann
The Rise of Marketing and Market Research
Edited by Hartmut Berghoff, Philip Scranton, and Uwe Spiekermann
THE RISE OF MARKETING AND MARKET RESEARCH
Copyright © The German Historical Institute, 2012. Softcover reprint of the hardcover 1st edition 2012 978-0-230-34106-7 All rights reserved. First published in 2012 by PALGRAVE MACMILLAN® in the United States—a division of St. Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Where this book is distributed in the UK, Europe and the rest of the world, this is by Palgrave Macmillan, a division of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN 978-1-349-34388-1
ISBN 978-1-137-07128-6 (eBook)
DOI 10.1057/9781137071286 Library of Congress Cataloging-in-Publication Data The rise of marketing and market research / edited by Hartmut Berghoff, Philip Scranton, and Uwe Spiekermann. p. cm.—(Worlds of consumption) Includes index. 1. Marketing—History. 2. Marketing research—History. 3. Economic history. I. Berghoff, Hartmut. II. Scranton, Philip. III. Spiekermann, Uwe, 1963– HF5415.R55175 2012 381.09—dc23
2012016612
A catalogue record of the book is available from the British Library. Design by Newgen Imaging Systems (P) Ltd., Chennai, India. First edition: October 2012 10 9 8 7 6 5 4 3 2 1
Contents
List of Figures
vii
Contributors
ix
1 The Origins of Marketing and Market Research: Information, Institutions, and Markets Hartmut Berghoff, Philip Scranton, and Uwe Spiekermann
1
2 Selling Indian Indigo in Traditional
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