Consumer Engineering and the Rise of Marketing Knowledge, 1920sā€“1970s

Marketing knowledge—information and analysis concerning markets, consumers, and their behavior—became a crucial asset for businesses and governments during the twentieth century. In 1971, the German-American market researcher Alfred Politz drafted a memoir of his time in marketing research titled “How to Produce Consumers—Methods and Illusions.” Over the course of his career, from the 1930s to the 1970s, Politz had seen the marketing profession become a good deal more methodical. Yet by 1970, this Berlin-trained physicist-turned-consultant of marketing scoffed at the pseudo-scientific veneer that many marketing experts attached to their work. “The word ‘research,'” he wrote, “implies a sort of glamorous intellectual sophistication, and marketing research is a symbol of the modernity of the marketer. Marketing research has become a status symbol, and as such it need not perform; it need only exist.”1

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