ABSTRACT
The present essay is necessarily different in scope from the others in this series, since for reasons of space it looks at only part of the allotted theme. Consumer marketing needs to be distinguished from industrial marketing, which concerns intermediate goods supplied to other businesses. Industrial marketing requires different techniques from the consumer variety: advertising is often in trade and/ or technical journals, rather than in the general press; technical representatives may be used; and sales promotion is along specialised lines. Only consumer marketing is dealt with here. Since export salesmanship again has quite distinctive characteristics, it will not be considered below. Moreover, the marketing of services is neglected, as is industry-wide marketing, of the ‘Beer is Best’, ‘Drinka Pinta’ and ‘A Bath in Every Home’ types.
