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

by Douglas Ward

Charles Coolidge Parlin was considered by many to be the founder of market research. Working for the dominant Curtis Publishing Company, he revolutionized the industry by providing added value to advertisers through information about the racial, ethnic, and regional biases of readers and consumers. By maintaining contact with both businesses and customers, Parlin and Curtis publications were able to turn consumer wants into corporate profits. aaIn...

• Format: Hardcover
• Language: English
• ISBN: 1439900159
• ISBN13: 9781439900154
• Release Date: July 2009
• Publisher: Temple University Press
• Length: 240 Pages
• Weight: 0.90 lbs.
• Dimensions: 0.9" x 6.5" x 8.5"