Abstract
This article is based on a Charles Coolidge Parlin Memorial Lecture given under the auspices of the Philadelphia Chapter of the American Marketing Association on May 27, 1958. On that same occasion Professor Reavis Cox of the Wharton School of Finance and Commerce of the University of Pennsylvania also gave a Parlin Lecture on “Consumer Convenience and the Retail Structure of Cities”; and an adaptation of his presentation appears in this same issue of the journal of marketing, pp. 355–362.
A remarkably broad role for the marketing activity and the marketing executive in modern business is outlined in this article by Mr. Houser.
It is his thesis that the task of the marketing executive cannot successfully be limited to marketing methods alone. Instead, his knowledge of the market and methods must play a major part in areas of the business which traditionally have not been considered a part of his responsibility.
The author also points out that increased responsibilities of the marketing executive will result in increased business effectiveness.
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