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The Rise of Marketing and Market Research

The Rise of Marketing and Market Research by Hartmut Berghoff
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Rhetoric about efficient markets is ubiquitous. The many products and businesses that have failed over the past centuries, however, tell a different story. Markets are inherently insecure, and they are made by individuals, businesses, and governments trying to understand and influence them, whether relying on practical experience, theoretical models, or new technologies. This activity is commonly called marketing and this book tells the fascinating history of modern marketing in the United States, Europe, and India.

Palgrave Macmillan; October 2012
325 pages; ISBN 9781137071286
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Title: The Rise of Marketing and Market Research
Author: Hartmut Berghoff; Uwe Spiekermann; Philip Scranton
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