TY - JOUR
AB - THE 'JOURNAL OF MARKETING cusses all the major functions of manage­ who are interested particularly in problems ment as they apply to any type or size of in distribution to retailers and direct pro­ business, large or small. motional appeals to consumers will find it In the chapter on "Marketing," the author helpful and it might prevent a trial and error states "So much has been written on market­ experience with consequent loss in money, ing as a whole and on its various phases that time, and purchaser goodwill. the subject here is considered only in the For while Printers' Ink staff has discussed light of venturing new products or services devices in merchandising and promotion by new enterprises or old. All that follow which make for successful operation, they describes current marketing policies and point out, too, that non-observance of detail, methods as applied generally by business poor planning and investigation, and an concerns of various sizes." unawareness of legal liability may produce Starting with the premise that "marketing no-end of consumer and retailer difficulties. is selling," Mr. Conant develops this subject The chapters of most interest and value in in a logical manner, citing many specific ex­ 
TI - Books Received
JO - Journal of Marketing
DO - 10.1177/002224294801200434
DA - 1948-04-01
UR - https://www.deepdyve.com/lp/sage/books-received-jGNAoHhZpf
SP - 544
EP - 546
VL - 12
IS - 4
DP - DeepDyve
ER -