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A new brand of business : Charles Coolidge Parlin, Curtis Publishing Company, and the origins of market research

Author: Douglas B Ward
Publisher: Philadelphia : Temple University Press, 2010.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

Charles Coolidge Parlin was considered by many to be the founder of market research. This title provides an intriguing business history that explains how and why Curtis developed its market research  Read more...

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Genre/Form: History
Named Person: Charles Coolidge Parlin; Charles Coolidge Parlin
Document Type: Book
All Authors / Contributors: Douglas B Ward
ISBN: 9781439900154 1439900159
OCLC Number: 263993796
Description: viii, 228 pages : illustrations, maps ; 22 cm
Contents: A new era of business --
An unlikely leader --
What was commercial research? --
Winning over the skeptics --
Barbarians, farmers, and consumers --
Readers as consumers --
Chasing the consumer, protecting the company --
The legacy of commercial research.
Responsibility: Douglas B. Ward.

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"Ward expertly weaves magazine publishing, advertising, business and marketing, and cultural history together to show that mass communication history does not happen by itself. He keeps readers Read more...

 
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