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The “Return” to Europe: Emigrés as Cultural Translators and the Transformation of Postwar European Marketing

Jan L. Logemann

in Engineered to Sell: European Émigrés and the Making of Consumer Capitalism

Published in print:
2019
Published Online:
September 2020
ISBN:
9780226660011
eISBN:
9780226660295
Item type:
chapter
Publisher:
University of Chicago Press
DOI:
10.7208/chicago/9780226660295.003.0013
Subject:
History, American History: 20th Century

“Americanization” in marketing did not simply entail out-right imports, but rather a careful and selective adaptation of specific elements. Such transnational corporate learning processes negotiating ... More


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