Modern Business - A Series of Eighteen Texts, Especially Prepared for the Alexander Hamilton Institute Course in Accounts, Finance and Management #252664

It is with some of the problems involved in the plan behind the campaign that Part I of this volume is to deal. There is no name in general use to indicate those activities that are included in the complete campaign. The word selling properly includes everything that is done by the man who has anything to dispose of in a com mercial way. In general practice, however, this word is quite frequently restricted in its meaning so that it applies only to personal salesmanship. In its stead the word marketing is gradually coming into popular use to apply generally to the distributing campaign. It is this word that we shall usually employ. Marketing methods, in a sense, are inclusive of everything that is done to influence sales. Ordinarily, however, the study of marketing methods excludes the consideration of the technique of advertising and the technique of salesman ship, and includes only those sales considerations that are not concerned solely with one or the other of the two distinct ways of disposing of commodities.