Description
Book SynopsisCharles 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 division. It examines the cultural and social reasons for the development and use of market research.
Trade Review“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 turning the page.
A New Brand of Business is a highly interesting book featuring extensive use of primary sources particularly the Curtis Publishing Company papers and his grasp of history during the years of his study is exceptional."—Patrick S. Washburn, Ohio University
Table of ContentsAcknowledgments
Introduction
1. A New Era of Business
2. An Unlikely Leader
3. What Was Commercial Research?
4. Winning over the Skeptics
5. Barbarians, Farmers, and Consumers
6. Readers as Consumers
7. Chasing the Consumer, Protecting the Company
8. The Legacy of Commercial Research
Epilogue
Notes
Index
