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.
Inhaltsverzeichnis
The Origins of Marketing and Market Research: Information, Institutions, and Markets; H. Berghoff , P. Scranton & U. Spiekermann Selling Indian Indigo in Traditional and Modern European Markets, 1780 1910; A. Engel 'Cotton Guessers': Crop Forecasters and the Rationalizing of Uncertainty in American Cotton Markets, 1890 1905; J. L. Pietruska Mail-Order Doctors and Market Research, 1890 1930; D. J. Robinson Making Metropolitan Markets: Information, Intermediaries, and Real Estate in Modern Paris; A. M. Yates Introducing Small Firms to International Markets: The Debates over the Commercial Museums in France and Germany, 1880 1910; S. A. Marin Making the Ledgers Talk: Customer Control and the Origins of Retail Data Mining, 1920 1940; J. Lauer Markets, Consumers, and the State: The Uses of Market Research in Government and the Public Sector in Britain, 1925 1955; S. Schwarzkopf Mrs. Housewife and the Ad Men: Advertising, Market Research, and Mass Consumption in Postwar Britain; S. Nixon Subliminal Seduction: The Politics of Consumer Research in Post World War II America; K. Lipartito Gender Realignment: The Design and Marketing of Gas Stations for Women; G. Donofrio The Bad Science and the Black Arts: The Reception of Marketing in Socialist Europe; P. H. Patterson
