Marketing Identities analyzes how Ost und West (East and West), the  first Jewish magazine (1901-1923) published in Berlin by westernized  Jews originally from Eastern Europe, promoted ethnic identity to Jewish  audiences in Germany and throughout the world. Using sophisticated  techniques of modern marketing, such as stereotyping, the editors of  this highly successful journal attempted to forge a minority  consciousness. Marketing Identities is thus about the beginnings of  "ethnicity" as we know it in the late twentieth century. An  interdisciplinary study, Marketing Identities illuminates present-day  discussions in Europe and the Americas regarding the experience and  self-understanding of minority groups and combines media and cultural  studies with German and Jewish history.