MARKETING PRINCIPLES AND METHODS

Аннотация

Many factors have contributed to the development of this specialized field. The tremendous growth of our productive mechanism, accentuated by defense and war requirements, has necessitated the intensive cultivation of markets to insure the peacetime utilization of this productive capacity. Such cultivation, in turn, has emphasized the need for factual information, rather than hunches and guesswork, in making sound marketing decisions. Consequently, marketing research has assumed its rightful place as an effective tool for both manufacturers and middlemen.