Principles of Marketing by Fred Emerson Clark, published in 1922, delves into the fundamental concepts and strategies of marketing.
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| Principles of Marketing by Fred Emerson Clark, |
The book begins by defining marketing and exploring the different group interests involved in the process. It discusses the concepts of concentration and dispersion in marketing, as well as the importance of understanding the market and the various channels of distribution.
In Chapter II, titled "The Marketing Functions," the book explores the various functions involved in marketing, such as demand creation, assembly, transportation, financing, risk-taking, and standardization. It emphasizes the role of demand creation in modern marketing and discusses how manufacturers play a crucial role in the assembly of products. The chapter also delves into the importance of transportation and storage, as well as the risks involved in marketing.
Chapter III focuses on marketing farm products, highlighting the unique characteristics of agriculture and the challenges involved in marketing agricultural products. It discusses the different methods of marketing farm products and the role of the farmer in the marketing process. The chapter also explores the importance of demand creation in the agricultural market and the various methods of sale, including direct sales from growers to consumers or manufacturers.
Overall, Principles of Marketing provides a comprehensive overview of the key principles and strategies involved in marketing, making it a valuable resource for students and professionals in the field.
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