Excerpt from Principles of Marketing: A Textbook for Colleges and Schools of Business Administration
With the advent during recent years of a buyer's market, the study of marketing has come into prominence. Getting the goods to the consumer has now become as important as the actual production of goods, and the costs are oftentimes as great. This fact, together with the rising costs of living, has directed public scrutiny to the subject of marketing, with the aim of simplifying its machinery and lowering prices. Without presuming to prophesy, conditions seem to point to a still greater interest in the subject in the future.
The present volume is designed as a textbook for schools of business administration, and is intended to introduce the student to the marketing process. It does not attempt to describe all phases of the marketing functions; these are more elaborately comprehended in the collateral readings listed in the Appendix. It seeks rather to unify the subject through analysis and the formulation of principles. What the student most needs, probably, is a viewpoint from which he can intelligently organize the growing mass of material to be found in this new division of economic study.
Emphasis placed on the marketing of manufactured products rather than that of raw materials and agricultural products, because it is in connection with manufactures that a more decided buyer's market has developed and probably will continue to develop. It is here also that the high costs of marketing, with which the public is so consciously concerned, are more frequently to be found.
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