TY - JOUR
AU - Simmons, Leo T.
AB - Book Reviews 111 To augment its effectiveness as a teaching aid, the The mix of the cases has also been altered. Three authors have reorganized the previous edition to pro­ topics receive increased emphasis: for example, five vide a more logical sequence of topics. The previous cases pertain primarily to demand concepts; ten are section on Merchandising has been separated into two devoted to product planning; and twelve cases have new sections: Demand Concepts in Marketing Decisions been included on marketing research. Fewer cases and Product Planning and Policy; and the previous covering channels of distribution, promotional policies, Advertising Policy, Management of Per­ sections on and pricing, are included in this edition than in its sonal Selling, and Special Sales Promotional Methods predecessor. The final section, The Marketing Mix, is have been incorporated into a new section: Promotional comprised of four new cases which very effectively Policies and Methods. The final section, The Marketing demonstrate the integration of the elements of a mar­ Mix, has supplanted Integrated Marketing Programs. keting plan. This section is considered by the reviewer The 76 cases, 37 of which are new and not previously to be one of the major improvements in the book. 
TI - Book Review: Managerial Aspects of Advertising …: Advertising
JF - Journal of Marketing
DO - 10.1177/002224296202600223
DA - 1962-04-01
UR - https://www.deepdyve.com/lp/sage/book-review-managerial-aspects-of-advertising-advertising-pB6ZbS1gDs
SP - 111
EP - 112
VL - 26
IS - 2
DP - DeepDyve
ER -