Consumer Engineering, 1920s–1970s

Chapter 1 Beyond the Mad Men: Consumer Engineering and the Rise of Marketing Management, 1920s–1970s

Chapter 2 Professional Marketing as “Consumer Engineering”? A Concept in Transatlantic Perspective

Chapter 3 What Does “Fast Capitalism” Mean for Consumers? Examples of Consumer Engineering in the United States

Chapter 4 A Theoretical Exploration of Consumer Engineering: Implicit Contracts and Market Making

Chapter 5 Shopping Malls and Social Democracy: Victor Gruen’s Postwar Campaign for Conscientious Consumption in American Suburbia

Chapter 6 Consumer-Based Research: Walter Landor and the Value of Packaging Design in Marketing

Chapter 7 German-Style Consumer Engineering: Victor Vogt’s Verkaufspraxis , 1925–1950

Chapter 8 Consumer Credit as a Marketing Tool: The French Experience in European and Transatlantic Comparison, 1950s–1960s

Chapter 9 Adidas and the Creation of a Transnational Market for German Athletic Shoes, 1948–1978

Chapter 10 Imagined Images, Surveyed Consumers: Market Research as a Means of Consumer Engineering, 1950s–1980s

Chapter 11 Marketing a New Society or Engineering Kitchens? IKEA and the Swedish Consumer Agency

Chapter 12 “The Consumer Crusader”—Hugo Schui and the German Consumers Association

Chapter 13 Consumer Engineering by Belgian Consumer Movements: From Modern Marketing with a Transnational Touch to Late-Modern Insecurities, 1957–2000