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Author(s): Neil H. Borden

Review by: Neil H. Borden
Source: Journal of Marketing, Vol. 8, No. 1 (Jul., 1943), pp. 105-106
Published by: American Marketing Association
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Accessed: 21-06-2016 22:07 UTC

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Book Reviews

Clark and Clark, PRINCIPLES OF MARKETING ................................. by N. H. Borden....... o10

Edwards, RETAIL ADVERTISING AND SALES PROMOTION ........................ by G. W. Robbins...... o06
Hogadone and Beckley, MERCHANDISING TECHNIQUES ......................... by R. D. Tousley....... I07
League of Nations, WARTIME RATIONING AND CONSUMPTION ................... by T. H. Smith........ 107
McNair, Learned, and Teele, PROBLEMS IN MERCHANDISE DISTRIBUTION C. W. Barker ..... 109
Strand, SALESMANSHIP FOR VOCATIONAL AND PERSONAL USE ................... by J. W. Wingate..... 1O9
Wilson, FoOD AND DRUG REGULATION ....................................... by L. C. Wagner....... IIO

Young, THE INTERNATIONAL ECONOMY ...................................... by C. T. Taylor........ III

PRINCIPLES OF MARKETING, by Fred E. manufacturer-middlemen relations gives rec-

Clark and Carrie Patton Clark. New York: ognition to the problems that have arisen
Macmillan Company, I942. Pp. xx, 828. from the struggle between manufacturers
$4.50o. and jobbers for control over the marketing
Professor-Clark, with the collaboration of process. The consumer movement and the
Mrs. Clark, has brought up to date his gen- problem of the consumer is recognized in a
eral marketing treatise, which for twenty new chapter dealing with "The Consumer
years has been one of the leading marketing and Marketing," and at this point a section
texts in American universities. Through ex- on consumer cooperation is included. The
tensive revision and addition of much new growing importance of legislative control of
material, the authors have given recognition marketing is recognized by an added chapter
on "The Relation of the State to Market-
to the developments and trends in marketing
during the last decade and reflect in their ing," in which recent laws affecting market-
discussions the wider understanding of mar- ing are analyzed.
keting problems which has come in recent The volume is designed primarily for use
years. The volume shows also a studious ef- as a beginning marketing text in collegiate
fort to seek out the latest statistical material. schools of business. As such it does an ex-
The general plan of the previous editions cellent job in developing a clear understand-
has not been changed. The volume opens ing of the functions involved in marketing
with an analysis of marketing functions and and their attendant costs. Likewise it pre-
some seven of twenty-eight chapters are dis- sents a good overall picture of marketing
cussions of these functions, while in the chap- problems from the standpoint both of the
ters devoted to study of the marketing of businessman and of the public. Yet it seems
commodities, of marketing institutions, and to me that the teacher using it must be skill-
of price, the interest in functions is always ful if he is to lead his students to think and
present. act as does the marketing administrator.
Among the new material and additions in- While many of the problems are discussed
cluded, mention may be made of the follow- from the viewpoint of the businessman, much
ing: In the chapters on retailing, more exten- of the treatment is that of the scholarly by-
sive treatment of voluntary and cooperative stander who dissects marketing processes
chains has been given than previously, and and institutions and draws abstractions re-
a section on supermarkets has been added. garding them. The student ordinarily would
The discussion of the marketing of industrial need help and considerable training in order
products has been elaborated. A chapter on to shift from this bystander position to that

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16T U O M IN

of the executive who is faced with specific RETAIL ADVERTISING AND SALES PROMO-
problems of choosing a product to sell, of TION, by C. M. Edwards. New York:
selecting channels, of designing promotion, Prentice-Hall, I943. Pp. xxvii, 723. $6.oo.
or of naming a price. Hence I should think
This familiar textbook and reference work,
that the teacher, when using the volume for
training future business executives, would having enjoyed its sixth printing since April,
find it desirable to supplement the text with I936, is now revised. While the authors pro-
some pedagogical device to lead the students fess to have "drawn attention to many new
to look realistically at these specific prob- practices that have proved their worth dur-
lems as they are faced by the businessman. ing the years that have elapsed since" the
The plan of the book is to assume existence first edition was printed, relatively few
of products to be sold and then to generalize changes actually make their appearance in
concerning the marketing processes from pro-
the revision. This statement is perhaps a
ducer to consumer. As a result, certain con- tribute to the completeness of the original
siderations which are uppermost in the mind
of the marketing administrator are not The authors tell the story of advertising
brought into clear perspective. This criticism and sales promotion of the big store which
applies particularly to the relatively slight offers fullest opportunity for the discussion
attention given to the consumer. The new of functionalized activity. The exposition is
chapter on the consumer in this edition dis- therefore complete and no less useful in prin-
cusses the "consumer movement," not the ciple for the small store as well. After a gen-
behavior of consumers as they ordinarily af- eral introduction to retail advertising, its
fect the marketer's procedures. Marketing purposes, classifications and terms, excellent
deals with people. At the core of all market- treatment is given to the organization of ad-
ing problems is the consumer. The marketer vertising and publicity departments and to
who succeeds must determine who his poten- procedures of work flow, the publicity bud-
tial customers are, where they are, what they get, and the planning.
want, what motivates them, what their buy- The next six chapters deal traditionally
ing and use habits are, and what may be with types of retail advertising, copy writing,
their ability and willingness to buy. These headlines, layout, illustration, and typogra-
facts regarding consumers have important phy. Eleven chapters are employed for the
bearing on most marketing problems, treatment of advertising, sales promotion,
whether these problems relate to merchandis- and publicity media, including window and
ing, to selection of channels, to sales promo- internal displays. The only revision of sig-
tion, or to pricing. Yet the importance of the nificance appears here with a strengthening
consumer in his bearing upon marketing of the discussion of (I) internal store adver-
problems is not brought into clear focus. tising and promotion and (2) the use of
Moreover, some of the most important prob- publicity. The remaining two chapters on
lems met by the marketing administrator, research-measuring the market and deter-
namely, those of merchandising and of pro- mining what and how to promote-remain
motion, are given relatively slight attention. virtually unchanged in spite of certain tech-
In giving these criticisms, I speak with the nical advances in the analysis of census data
bias of one addicted to case teaching. Using that deserve evaluation (for example, in the
cases as my basic approach, I find the volume matter of decentralization of retail trade, cf.
of Professor and Mrs. Clark valuable as Bowden and Cassady, THE JOURNAL OF
background reading for my students. Those MARKETING, January 1941).
preferring the straight text book approach Throughout facts are brought up to date.
will find that the revision brings up to date a An adequate revised bibliography is ap-
text that is well organized and teachable. pended, although it lacks specific refer-
NEIL H. BORDEN ences to articles in periodic literature, some
Harvard University of which are more useful than books. The

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