Publisher's Synopsis
Excerpt from Advertising, Selling and Credits, Vol. 9
The three separate treatises in this volume discuss three phases of one subject, the subject of marketing. Advertising is essentially a process of creating and discovering prospective buyers; credit work, with which collecting is closely allied, is the process of deciding whether those buyers are financially trustworthy; selling is the process of actually placing the goods, in return for a fair money consideration, in the hands of approved buyers. It is obvious that no business concern can long exist without some sound and successful method of marketing its products. Even though the product may be intangible, though it may consist primarily of service, rather than of material goods, yet it remains true that well-organized marketing is the first essential to its success. A lawyer, a bank, an accounting firm must be successful in marketing as well as a dry goods store or a factory.
For some years American business men have given the closest attention to marketing problems and have probably outdistanced in this field their foreign competitors. Nowhere else are skill in personal salesmanship, knowledge of advertising principles, and sound judgment of credit conditions more highly developed. It is a leadership which we must continue to hold.
Serious study of advertising and selling processes has already eliminated much of the uncertainty which has always been associated with them.
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