"Marketing" by Paul Wesley Ivey is a comprehensive textbook designed for colleges and schools of business administration. Published in 1921, this book delves into the various aspects of marketing, providing a detailed analysis of different functions within the field.
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The book begins by discussing the differentiation of marketing functions, highlighting the importance of understanding the various roles and responsibilities involved in marketing. It then moves on to explore the integration of marketing functions, emphasizing the need for coordination and collaboration among different aspects of marketing.
One of the key topics covered in the book is the role of wholesalers in the marketing process. The author provides insights into the functions of wholesalers and discusses new types of wholesalers that have emerged in the market. Additionally, the book explores the operations of department stores, chain stores, and mail order houses, shedding light on their significance in the retail industry.
Market analysis is another crucial aspect discussed in the book, with separate chapters dedicated to retailer market analysis and manufacturer market analysis. The author also delves into the role of advertising in a buyer's market, highlighting the importance of effective advertising strategies in attracting customers.
The book further delves into the costs associated with advertising, trade-marks, and unfair competition, providing readers with a comprehensive understanding of the financial implications of marketing activities. Price determination, the cost of merchandising, and marketing agricultural products are also explored in detail, offering valuable insights into the economic aspects of marketing.
Overall, "Marketing" by Paul Wesley Ivey serves as a valuable resource for students and professionals in the field of business administration, providing a thorough examination of various marketing functions and strategies. With its detailed analysis and practical insights, this textbook offers a comprehensive overview of the complex world of marketing.
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