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    A New Brand of Business
    Charles Coolidge Parlin, Curtis Publishing Company, and the Origins of Market Research

    Douglas Ward (Author)

    9781439900154

    Hardback, published 15 July 2009

    240 pages
    21 x 14 x 2.3 cm, 0.41 kg

    “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

    How a dominant magazine publisher developed the business of market research

    Acknowledgments
    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
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