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
Circa 1835, following a survey of recent Dutch publications in shogunal collections, the Japanese physician Koseki San’ei (1787–1839) concluded that among the strengths of new European approaches to education, a proactive attitude toward the power of cheap pedagogical print was paramount. European countries, Koseki declared, “produce affordable and easy-to-understand books on all arts and sciences, give them to impoverished scholars, and by doing so verse them in the arts and sciences.” “It is through this,” he maintained, “that they foster talent.”1
The Bible is the world’s bestselling book of all time. In Germany, it was followed by a recipe book: Dr. Oetker’s Backen macht Freude (Baking is Fun). Exact numbers are not available for either book, yet it seems to be certain that at least from the 1950s to the 1980s, no other publication was as widely distributed in the country as these two. First published in 1930, Dr. Oetker’s book had managed to sell 20 million copies by the early 1960s, and more than 27 million by the 1980s. Other cookbooks from the German food giant were less successful but still sold by the millions. It is not unjustified, from that perspective, that the company calls one of its books “the bible of cooking” on its homepage.