~~~~~~~-------------·------------~~~~~~~ PETERSEN, E., A Market Analysis of the Den Professor Reed of Boston University has ver Wholesale Trade Territory. Boulder, been one of the most active and aggressive Colorado. Univ. of Colorado. 1936. 183 pp. members of the marketing profession in searching for useful principles and in sys Dean Petersen's analysis of the Denver tematizing these in the field of industrial goods. wholesale trade territory summarizes the best His personal experience in this field of market methods now in use and sets a model for similar ing extends back over a period of at least 15 much needed analyses of other trade territories years during which time he has had practical in this country. contacts in the development of advertising and In this work the wholesale market centering selling plans on such goods. in Denver is considered not only from the The present work presents a systematic standpoint of area, population and accessibility treatment of industrial advertising and selling. but also from the standpoint of its potential It deals specifically with such topics as giving trade. It includes a number of suggestions on the industrial product an advertisable individ the requirements necessary for securing this uality; finding suitable advertising appeals; trade. building the kind of a plan needed for indus This work very properly outlines both the trial advertising; preparing catalogs, using strengths and the weaknesses of Denver as a trade papers and direct mail; and getting the center for wholesale trade. The importance of most good out of an advertising agency in fast communication and transportation to selling industrial goods. There are many prac gether with favorable rates is stressed as a tical suggestions on effective copy and art work necessity for the continuance of Denver and some useful ideas on how to estimate the dominance. For very natural reasons it so hap potential market for any given product. pens that wholesaling holds a more important The book is replete with illustrations drawn position in the Denver territory than in any from actual industrial advertising and sales region to the east. campaigns. There is a useful as well as stimu The lessons to be drawn from this study are lating chapter on the development of consumer not merely of value to Denver wholesalers and demand for products in which industrial goods other distributors interested in the Denver ter form a part, a problem which has greatly con ritory, but also to all distributors interested in cerned most producers of such goods. the intensive cultivation of their respective Professor Reed's work is clear, well organ territories. This book is recommended for ized, easy to read and to understand. It will study and reference not only for business men take high rank as a textbook both in engineer and students particularly interested in the Den ing schools and in schools of business. It de ver territory, but also for all who are faced by serves a wide reading among advertisers and the problem of making similar analyses for sales directors interested in industrial products. other territories. It is especially to be commended for its con REED, V. D. Advertising and Selling Industrial cise treatment of a big subject in less than 300 Goods. N.Y. Ronald Press Co. 1936. 287 pp. pages. $3.50.
American Marketing Journal – SAGE
Published: Apr 1, 1936