TY - JOUR
AU - Howard, Raymond C.
AB - JOURNAL OF MARKETING JanuaryI 1961 to anticipate the sales required to cover antici­ firms that did participate, five changed hands pated costs with a sufficient margin. Or, ob­ after the study's completion. All in all, about jectives might be set on the basis of predicting one-third of the registered firms changed an appropriate market share. Finally, he turns hands, most of them in less than one year after formation. Therefore, the group might to simple correlation. An excellent job is done be thought of as a basis for a study of "mor­ of presenting the method very simply and effectively. tality in process." The final major section of the publication Mr. Thole, in his investigation, attempts to deals with the problems of adjusting the fore­ throw light on questions such as: the back­ ground and training of owners, what moti­ cast, for (a) accuracy, which according to the author is a continual process of "updating" vates small businessmen to establish their own the forecast to meet new conditions as they businesses, how they get started, what inves­ arise, and (b) to apply the general sales fore­ tigations they make before establishing their cast to particular regions, products, and opera­ 
TI - Book Review: Tin Cans and Tin Plate
JF - Journal of Marketing
DO - 10.1177/002224296102500333
DA - 1961-01-01
UR - https://www.deepdyve.com/lp/sage/book-review-tin-cans-and-tin-plate-bLOH65hsii
SP - 114
EP - 116
VL - 25
IS - 3
DP - DeepDyve
ER -