An average can describe a market without describing anyone's actual requirements particularly well. Some buyers want simplicity, others want extensive support, and others need a product for an unusual application.…
The Afternoon When Airtime Became a Product On a Monday afternoon in New York, a real estate company paid for the opportunity to speak to people it could neither see…
The School That Changed the Appearance of Everyday Life A tubular steel chair, a glass table lamp and a geometrically shaped teapot might appear to have little in common. One…
When Advertising First Came to Life on Screen A giant cigarette package opens in front of a motion-picture camera. A woman emerges, distributes cigarettes to four men and turns a…
When the Distribution of Goods Became a Scientific Question A farmer harvests wheat in the American Midwest. The grain is transported, stored, traded, processed and eventually sold to consumers who…
Introduction: What Happens Between Seeing an Advertisement and Buying a Product? An advertisement attracts attention, yet the product remains unsold. A salesperson delivers a persuasive presentation, but the customer leaves…
Introduction: Three Sides, One Colour and 150 Years of Trademark History Some of the world's most enduring commercial symbols are remarkably simple. They do not need elaborate illustrations or lengthy…