Bedrijfsmatige bemiddeling. Philips en Unilever en de marketing van radio's, televisies en snacks in Nederland in de twintigste eeuw

    Research output: Contribution to journalArticleAcademicpeer-review

    Abstract

    Mediation practices show a wide variety. This article focuses upon mediation processes initiated by corporations. Within the context of two multinational companies, Philips and Unilever, the development, introduction and diffusion of radio and television sets and snacks in the Netherlands is analysed by looking at the way in which these companies tried to connect the production and consumption of these commodities by initiating and developing marketing practices: in-house product tests and market research, test introductions, large-scale user experiments and various retail activities. By analysing these marketing practices, the authors claim that marketing is more than an instrument or tool: marketing is a heterogeneous process and practice that through experimenting and learning tries to bridge the gap between production and consumption
    Original languageDutch
    Pages (from-to)347-372
    JournalTijdschrift voor sociale geschiedenis
    Volume28
    Issue number3
    Publication statusPublished - 2002

    Keywords

    • METIS-210343

    Cite this

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    title = "Bedrijfsmatige bemiddeling. Philips en Unilever en de marketing van radio's, televisies en snacks in Nederland in de twintigste eeuw",
    abstract = "Mediation practices show a wide variety. This article focuses upon mediation processes initiated by corporations. Within the context of two multinational companies, Philips and Unilever, the development, introduction and diffusion of radio and television sets and snacks in the Netherlands is analysed by looking at the way in which these companies tried to connect the production and consumption of these commodities by initiating and developing marketing practices: in-house product tests and market research, test introductions, large-scale user experiments and various retail activities. By analysing these marketing practices, the authors claim that marketing is more than an instrument or tool: marketing is a heterogeneous process and practice that through experimenting and learning tries to bridge the gap between production and consumption",
    keywords = "METIS-210343",
    author = "{de Wit}, Onno and {Albert de la Bruheze}, {Adri A.}",
    year = "2002",
    language = "Dutch",
    volume = "28",
    pages = "347--372",
    journal = "Tijdschrift voor sociale geschiedenis",
    issn = "0303-9935",
    publisher = "Nederlandse Vereniging tot Beoefening van de Sociale Geschiedenis",
    number = "3",

    }

    Bedrijfsmatige bemiddeling. Philips en Unilever en de marketing van radio's, televisies en snacks in Nederland in de twintigste eeuw. / de Wit, Onno; Albert de la Bruheze, Adri A.

    In: Tijdschrift voor sociale geschiedenis, Vol. 28, No. 3, 2002, p. 347-372.

    Research output: Contribution to journalArticleAcademicpeer-review

    TY - JOUR

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    AU - de Wit, Onno

    AU - Albert de la Bruheze, Adri A.

    PY - 2002

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    N2 - Mediation practices show a wide variety. This article focuses upon mediation processes initiated by corporations. Within the context of two multinational companies, Philips and Unilever, the development, introduction and diffusion of radio and television sets and snacks in the Netherlands is analysed by looking at the way in which these companies tried to connect the production and consumption of these commodities by initiating and developing marketing practices: in-house product tests and market research, test introductions, large-scale user experiments and various retail activities. By analysing these marketing practices, the authors claim that marketing is more than an instrument or tool: marketing is a heterogeneous process and practice that through experimenting and learning tries to bridge the gap between production and consumption

    AB - Mediation practices show a wide variety. This article focuses upon mediation processes initiated by corporations. Within the context of two multinational companies, Philips and Unilever, the development, introduction and diffusion of radio and television sets and snacks in the Netherlands is analysed by looking at the way in which these companies tried to connect the production and consumption of these commodities by initiating and developing marketing practices: in-house product tests and market research, test introductions, large-scale user experiments and various retail activities. By analysing these marketing practices, the authors claim that marketing is more than an instrument or tool: marketing is a heterogeneous process and practice that through experimenting and learning tries to bridge the gap between production and consumption

    KW - METIS-210343

    M3 - Article

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    JO - Tijdschrift voor sociale geschiedenis

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    ER -