Abstract
This article demonstrates the importance of German business journals such as “Verkaufspraxis” for transnational transfers in marketing history. Already during the 1920s, trade journals propagated American methods of rationalization in production and sales. At the same time, though, American ideas were adapted to German business practices. Consequently, the article argues, we have to refrain from overly generalizing narratives of consumer engineering as “Americanization.”
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Spiekermann, U. (2019). German-Style Consumer Engineering: Victor Vogt’s Verkaufspraxis, 1925–1950. In: Logemann, J., Cross, G., Köhler, I. (eds) Consumer Engineering, 1920s–1970s. Worlds of Consumption. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-14564-4_7
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DOI: https://doi.org/10.1007/978-3-030-14564-4_7
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Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-030-14563-7
Online ISBN: 978-3-030-14564-4
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