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Building Business

Building Business


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About the Book

Book may have numerous typos, missing text, images, or index. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. 1907. Not illustrated. Excerpt: ... CHAPTER X ADVERTISING YES, sir, Watkins, this advertising game is a hard one to play," remarked Anderson, the big department-store merchant, in the midst of a conversation with his old-time traveling man friend. They were in Watkins's sample room in one of the Western cities. Anderson, whose business not many years before had been small, still kept in touch with the buying for his dress-goods department. "Yes, sir, it's a hard game, a hard game. I don't know whether the man who advertises gets business, or whether the man who gets business advertises, but somehow the two things go together." "Yes, but it's a terrific expense to you," said young John C, Watkins's assistant, who, on account of his extravagance with his expense account, had had economy drummed into him. "Yes," replied Anderson, "but it's just as necessary to advertise goods in order to market them as it is to make goods. There is scarcely a great business in America that has not been made great by advertising, and certainly there is no business which does business on the merit of the stuff they make which could not be made greater, ii the good stuff they make smelled more of printer's ink. "You know there are some merchants who do not believe in buying advertised goods. I do, because I have found out that manufacturers who advertise the goods they make, make better goods than the manufacturer who does not advertise what he makes. Advertising sells goods. The advertiser does a bigger volume of business, and although his advertising costs money, it increases the volume of his business so much that he can make goods better for the same prices. He can buy materials in greater quantities, and get together, and keep together, a better force of workmen. It is a mistake for a merchant to think that advertised ...


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Product Details
  • ISBN-13: 9781151711656
  • Publisher: General Books
  • Publisher Imprint: General Books
  • Height: 246 mm
  • No of Pages: 46
  • Spine Width: 3 mm
  • Width: 189 mm
  • ISBN-10: 1151711659
  • Publisher Date: 05 Jan 2012
  • Binding: Paperback
  • Language: English
  • Returnable: N
  • Weight: 100 gr


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