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Probable Changes in Marketing

Probable Changes in Marketing HARRY TIPPER action and theorize as to its course and re­ ARKETING MEN should not be inclined to greet economic ideals with derision sults; there is no escape from this universal and theories with contempt, for they know necessity. The second seeks to enlarge his capacity to do so by deriving from the com­ that it is precisely in those departments of knowledge where they have striven continu­ mon ground of all experience and all think­ ously to reach an ideal and have constructed, ing about it more effective bases for future action, by extending the area of real knowl­ modified and changed large organized bodies of theory that they have made the most ef­ edge and exploring more effectively what is fective practical progress. The engineer, the as yet unknown. Instead of hunch he seeks physicist, chemist, anatomist and others of to substitute logical conclusion, more perma­ nent standards in place of temporary objec­ the kind are the ones whose work stands with the. greatest assurance of endurance, tives and wise government of forces in place the greatest practical effect in ameliorating of haphazard use of them. the severity of material conditions and the Much has been said http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png American Marketing Journal SAGE

Probable Changes in Marketing

American Marketing Journal , Volume amj-2 (1): 3 – Jan 1, 1935

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Publisher
SAGE
Copyright
© 1935 American Marketing Association
ISSN
0193-1806
eISSN
1547-7185
DOI
10.1177/002224293500200107
Publisher site
See Article on Publisher Site

Abstract

HARRY TIPPER action and theorize as to its course and re­ ARKETING MEN should not be inclined to greet economic ideals with derision sults; there is no escape from this universal and theories with contempt, for they know necessity. The second seeks to enlarge his capacity to do so by deriving from the com­ that it is precisely in those departments of knowledge where they have striven continu­ mon ground of all experience and all think­ ously to reach an ideal and have constructed, ing about it more effective bases for future action, by extending the area of real knowl­ modified and changed large organized bodies of theory that they have made the most ef­ edge and exploring more effectively what is fective practical progress. The engineer, the as yet unknown. Instead of hunch he seeks physicist, chemist, anatomist and others of to substitute logical conclusion, more perma­ nent standards in place of temporary objec­ the kind are the ones whose work stands with the. greatest assurance of endurance, tives and wise government of forces in place the greatest practical effect in ameliorating of haphazard use of them. the severity of material conditions and the Much has been said

Journal

American Marketing JournalSAGE

Published: Jan 1, 1935

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