Modern Business
A Series of Eighteen Texts, Especially Prepared for the Alexander Hamilton Institute Course in Accounts, Finance and Management (Classic Reprint)

Excerpt from Modern Business: A Series of Eighteen Texts, Especially Prepared for the Alexander Hamilton Institute Course in Accounts, Finance and Management<br><br>1. The three phases of selling. - There are three different kinds of things that must be considered by every one who has anything to sell. One group of considerations has to do only with personal salesmanship and sales management. Another has to do only with advertising. Still a third is concerned solely neither with personal salesmanship nor with advertising, but is common to both.<br><br>To illustrate, suppose that a manufacturer undertakes to market a new product. If he is to influence sales in all possible ways, he must give much thought to the selection, training and supervision of an effective force of salesmen, and he must also pay careful attention to the many important details of the technique of advertising - for instance, the organization of the advertising department, the determination of advertising policy, the writing and placing of advertisements, the preparation of supplementary advertising aids, and the recording of results. Is this all that he must do, however By no means. There is another important phase of preparation for the selling campaign which precedes the planning both for the personal salesmanship and for the advertising. The plan behind the campaign is the thing that primarily determines the success or failure of every salesman and of every advertisement.<br><br>About the Publisher<br><br>Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com<br><br>This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.