"And How does it Look in America?": H. F. J. Kropff's Historic Report on U.S. Marketing

Abstract

A 1939 report on the state of U.S. marketing by veteran Austrian advertising consultant H. F J. Kropff, translated and presented in large part here, provides a fine picture of the depth, sophistication, and power of U.S. marketing thought and practice half a century ago. Kropff's report yields implications of considerable value to marketing strategists, policy planners, and marketing educators.