Review

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
Stable URL: http://www.jstor.org/stable/1245199
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 Book Reviews
CLYDE WILLIAM PHELPS, Editor

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 ........by C. W. Barker ..... 109
Strand, SALESMANSHIP FOR VOCATIONAL AND PERSONAL USE ................... by J. W. Wingate..... 1O9
Wells and Perkins, NEW ENGLAND COMMUNITY STATISTICAL ABSTRACTS ..........by R. G. E. Ullman .... IIO
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:
Macmillan Company, I942. Pp. xx, 828.
$4.50o.
Professor-Clark, with the collaboration of
Mrs. Clark, has brought up to date his gen-
eral marketing treatise, which for twenty
years has been one of the leading marketing
texts in American universities. Through ex-
tensive revision and addition of much new
material, the authors have given recognition
to the developments and trends in marketing
during the last decade and reflect in their
discussions the wider understanding of mar-
keting problems which has come in recent
years. The volume shows also a studious ef-
fort to seek out the latest statistical material.
The general plan of the previous editions
has not been changed. The volume opens
with an analysis of marketing functions and
some seven of twenty-eight chapters are dis-
cussions of these functions, while in the chap-
ters devoted to study of the marketing of
commodities, of marketing institutions, and
of price, the interest in functions is always
present.
Among the new material and additions in-
cluded, mention may be made of the follow-
ing: In the chapters on retailing, more exten-
sive treatment of voluntary and cooperative
chains has been given than previously, and
a section on supermarkets has been added.
The discussion of the marketing of industrial
products has been elaborated. A chapter on
ognition to the problems that have arisen
from the struggle between manufacturers
and jobbers for control over the marketing
process. The consumer movement and the
problem of the consumer is recognized in a
new chapter dealing with "The Consumer
and Marketing," and at this point a section
on consumer cooperation is included. The
growing importance of legislative control of
marketing is recognized by an added chapter
on "The Relation of the State to Market-
ing," in which recent laws affecting market-
ing are analyzed.
The volume is designed primarily for use
as a beginning marketing text in collegiate
schools of business. As such it does an ex-
cellent job in developing a clear understand-
ing of the functions involved in marketing
and their attendant costs. Likewise it pre-
sents a good overall picture of marketing
problems from the standpoint both of the
businessman and of the public. Yet it seems
to me that the teacher using it must be skill-
ful if he is to lead his students to think and
act as does the marketing administrator.
While many of the problems are discussed
from the viewpoint of the businessman, much
of the treatment is that of the scholarly by-
stander who dissects marketing processes
and institutions and draws abstractions re-
garding them. The student ordinarily would
need help and considerable training in order
to shift from this bystander position to that
105

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106
16T U O M IN
of the executive who is faced with specific
problems of choosing a product to sell, of
selecting channels, of designing promotion,
or of naming a price. Hence I should think
that the teacher, when using the volume for
training future business executives, would
find it desirable to supplement the text with
some pedagogical device to lead the students
to look realistically at these specific prob-
lems as they are faced by the businessman.
The plan of the book is to assume existence
of products to be sold and then to generalize
concerning the marketing processes from pro-
ducer to consumer. As a result, certain con-
siderations which are uppermost in the mind
of the marketing administrator are not
brought into clear perspective. This criticism
applies particularly to the relatively slight
attention given to the consumer. The new
chapter on the consumer in this edition dis-
cusses the "consumer movement," not the
behavior of consumers as they ordinarily af-
fect the marketer's procedures. Marketing
deals with people. At the core of all market-
ing problems is the consumer. The marketer
who succeeds must determine who his poten-
tial customers are, where they are, what they
want, what motivates them, what their buy-
ing and use habits are, and what may be
their ability and willingness to buy. These
facts regarding consumers have important
bearing on most marketing problems,
whether these problems relate to merchandis-
ing, to selection of channels, to sales promo-
tion, or to pricing. Yet the importance of the
consumer in his bearing upon marketing
problems is not brought into clear focus.
Moreover, some of the most important prob-
lems met by the marketing administrator,
namely, those of merchandising and of pro-
motion, are given relatively slight attention.
In giving these criticisms, I speak with the
bias of one addicted to case teaching. Using
cases as my basic approach, I find the volume
of Professor and Mrs. Clark valuable as
background reading for my students. Those
preferring the straight text book approach
will find that the revision brings up to date a
text that is well organized and teachable.
NEIL H. BORDEN
Harvard University
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THE JOURNAL OF MARKETING
RETAIL ADVERTISING AND SALES PROMO-
TION, by C. M. Edwards. New York:
Prentice-Hall, I943. Pp. xxvii, 723. $6.oo.
This familiar textbook and reference work,
having enjoyed its sixth printing since April,
I936, is now revised. While the authors pro-
fess to have "drawn attention to many new
practices that have proved their worth dur-
ing the years that have elapsed since" the
first edition was printed, relatively few
changes actually make their appearance in
the revision. This statement is perhaps a
tribute to the completeness of the original
text.
The authors tell the story of advertising
and sales promotion of the big store which
offers fullest opportunity for the discussion
of functionalized activity. The exposition is
therefore complete and no less useful in prin-
ciple for the small store as well. After a gen-
eral introduction to retail advertising, its
purposes, classifications and terms, excellent
treatment is given to the organization of ad-
vertising and publicity departments and to
procedures of work flow, the publicity bud-
get, and the planning.
The next six chapters deal traditionally
with types of retail advertising, copy writing,
headlines, layout, illustration, and typogra-
phy. Eleven chapters are employed for the
treatment of advertising, sales promotion,
and publicity media, including window and
internal displays. The only revision of sig-
nificance appears here with a strengthening
of the discussion of (I) internal store adver-
tising and promotion and (2) the use of
publicity. The remaining two chapters on
research-measuring the market and deter-
mining what and how to promote-remain
virtually unchanged in spite of certain tech-
nical advances in the analysis of census data
that deserve evaluation (for example, in the
matter of decentralization of retail trade, cf.
Bowden and Cassady, THE JOURNAL OF
MARKETING, January 1941).
Throughout facts are brought up to date.
An adequate revised bibliography is ap-
pended, although it lacks specific refer-
ences to articles in periodic literature, some
of which are more useful than books. The