Research project Have it your way: Marketing Expertise and consumer culture from the oil crisis to the dot-com bubble
This book project explores how marketing and consumer culture transformed in the late 20th century, shaped by rising individualism, globalization, and new technologies.
It traces how businesses and advertisers adapted their strategies, how consumer expertise evolved, and how these shifts produced both new opportunities and contradictions in the marketplace.
The project will result in an edited volume published by Routledge in their Marketing History series. The volume will consist of a comprehensive introduction together with empirical chapters that discuss developments in mature consumer societies in North and South America, Western and Eastern Europe and Asia, and a concluding chapter.