The Rise of Marketing and Market Research

H. Berghoff · P. Scranton · U. Spiekermann

oct 2012 · Springer

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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 based on their own business acumen or used the tools of scholarship.

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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.
PHILIP SCRANTON is Board of Governors Professor, History of Industry and Technology, Rutgers University, USA, and Director of the Center for the History of Business, Technology and Society, Hagley Museum and Library. He has authored or edited 13 books, the most recent of which is Reimagining Business History (Johns Hopkins, 2013, with Patrick Fridenson). He currently is at work on an overview of aircraft gas turbine engine development, Making Jet Engines Work, 1940s–1960s.
UWE SPIEKERMANN is the Deputy Director of the German Historical Institute in Washington DC. He has held teaching and research positions in Göttingen, Bremen, Münster, London, Exeter, and Vienna, and he has served as managing director of a Heidelberg-based foundation for nutrition. His work focuses on consumption history, business history, and modern German and American social and economic history.