B2B or B2C? Dutch approaches towards marketing and the consumer, 1945-1968, with particular attention to Heineken’s Brewery

In this article I analyse how Dutch companies approached the consumers and marketing during the years 1945-1968, a period during which the Netherlands became a ‘consumer society’. In the first part I examine articles in the Dutch journal Tijdschrift voor Efficiëntie en Documentatie (ted, or Journal for Efficiency and Documentation), a leading management periodical. This examination shows how new ideas from abroad were taken up and disseminated in the Netherlands by both management consultants and large producers of consumer goods such as Unilever and Philips. In the second part of this article... Mehr ...