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209 Annals Am. Acad. Pol. & Soc. Sci. xi (1940)

handle is hein.cow/anamacp0209 and id is 1 raw text is: FOREWORD THIS volume is designed to serve pri- marily the purpose of a handbook in current developments in marketing. Each author has striven to answer par- ticular questions raised in his field with vigorous economic and social analyses. If the articles answer for the reader such questions as: Why? What is it? How did it come about? perhaps then a better understanding may be had in a field which is young in scientific data but old as man himself in practice. While marketing may not have had, at as early a date, its Frederick W. Taylors with identical contributions to those of scientific production manage- ment, or its Henry Fords with technical developments of mass straight-line pro- duction, nonetheless marketing has contributed to economies and social well-being by permitting mass selling arrangements in advance of mass pro- duction through efforts of many indi- viduals and organizations. No large- scale producer today enters upon a production schedule without first antici- pating his sales program with a well- conceived market analysis and market- ing plan; the economies of large-scale production are possible only through large-scale distribution; lower prices to consumers are made possible by inte- grated activities of producer and mar- keter. Costs of production may be lowered only through effective market- ing distribution; the resultant econo- mies are due to joint costs of economic activity, too frequently attributed to lower production costs and accompany- ing higher marketing costs. These and other problems have been ably attacked by contributors in this issue. Marketing as a young profession may be said to have had its origin in those activities which shifted attitudes of ex- ecutives from production problems to sales problems within the lifetime of the average reader of this volume. Twenty-five years ago teachers in the academic field recognized the necessity for joint action by forming an organiza- tion to study current problems more in- tensely. The National Association of Teachers of Advertising, with subse- quent changes in name and emphasis of study, is the predecessor of The Ameri- can Marketing Association which this year celebrates its silver anniversary. With this issue The American Academy of Political and Social Science closes its fiftieth consecutive year of publication of THE ANNALS. Twenty-five or fifty years hence, it is hoped that the solu- tions to our social and economic prob- lems may have proceeded at an ac- celerated pace because of a better understanding by all classes of people today. It is with this viewpoint that the contributors, drawn from members of The American Marketing Associa- tion, present some of the recent events with interpretations in the field of mar- keting. Perfect agreement in so young a field as marketing may not be expected in this volume. Even in so simple a selec- tion as the title of the volume, there was disagreement based upon a fundamen- tal economic approach to the problem of distribution and a more technical ap- proach to the field of marketing. Ter- minology need not concern the average reader, however. Common usage has a way of ultimately fixing the meaning of words. Interchangeable words may not always have the nicety of shaded mean- ings in synonyms, but in this volume two words express similarity of mean- ing: Marketing ... Marketing includes those business activities in- volved in the flow of goods and services from xi

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