Hartmut Berghoff, Philip Scranton & Uwe Spiekermann, eds.

Rise of Marketing and Market Research

Worlds on Consumption. New York: Palgrave McMillan, 2012

Available Online

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.