The Elements of Marketing

Cover The Elements of Marketing
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It is perhaps too much to expect that in peace times busi- ness rivalries will be laid aside permanently to secure even the obvious economies of such a plan. The par- ticipants are too apt to put a high value on the "good will" they derive from delivery in their own vehicles, and the public is too apt to feel that the responsibility for the shortcomings of a cooperative system is difficult to fix.
In the same way many of the other economies in non- essential services which came into effect duri
...ng the war are already being abandoned. Perhaps the lessons in economy were not wholly lost, but there is little reason to believe that the retailers as a whole or the public in general are ready to abandon these costly attempts to cultivate "good will. " One other important feature of the retail distributer's RELATIONS WITH THE PUBLIC 147 relations with the public has thus far been omitted from the discussion, namely, advertising. In this part of the distribution system perhaps more sins have been committed under this name than any other.

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