SUCCESS IN BUSINESS.

Cromwell Argus, Volume LXI, Issue 3162, 11 May 1931, Page 3

SUCCESS IN BUSINESS.

SOUND POLICY ESSENTIAL. Writing on the subject of marketing methods, Mr W. H. Harford, a leading English business man, states that in marketing methods we must endeavour to become more specific. "In these days success does not just happen to a firm," he remarks. "No manna comes down from heaven today. Neither is success due entirely to a display of energy. Even the will to win is not- sufficient. Highpowered salesmanship, large-set,'« advertising, may both be weakened if a firm or industry lacks a sound business policy. Instances must be within your knowledge, as they are within mine, of many firms who change their tactics as rapidly as does a professional politician. "The place of advertising in modern marketing must firstly be in accordance with an agreed policy. The policy of the firm should either be clearly laid down in consultation with the advertising department or the advertising adviser, or the policy shoTHd be made daylight plain to the advertising end of the business.

"Unless we stand firm by our policy we may find ourselves going off at all ? sorts of tangents. One director has a bright idea. Another has a brighter. '-> We are surfeited with ideas. We adopt this one and reject that, pursue it for a brief period, drop it and father another. We do not keep our goal in sight because we get too interested in possibilites round the corner. "Therefore, I say the first thing to have clear in our minds in regard to the place of advertising in modern marketing conditions is that it should be based upon a clearly conceived and defined line of policy and action, only to be diverted by important new and unimagined circumstances."