MERCHANDISING
Introducing Buyer and Seller
Lecturing recently at the Missouri School of Journalism, Mr. Joseph E. Chasnoff had some pertinent remarks to make on the subject of successful merchandising. . “The character of a store may be above reproach,” he observed. “Its values may be exactly what the customer wants; yet the customer and the merchant may never meet unless the newspaper introduces them. I have said that reputation is basic to success in merchandising. It is only necessary to point out that advertising creates confidence and builds up reputation. The spreading of a store’s reputation would be slow without continuous publicity—-and so far as the retail merchant is concerned publicity through the daily newspapers. If a store, in merchandising and service, is entitled to reputation to begin with, there is nothing which will prepare the public to accept and appreciate its'merits so quickly or so impressively as newspaper advertising et the right sort.”
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https://paperspast.natlib.govt.nz/newspapers/DOM19310708.2.133
Bibliographic details
Dominion, Volume 24, Issue 241, 8 July 1931, Page 14
Word Count
153MERCHANDISING Dominion, Volume 24, Issue 241, 8 July 1931, Page 14
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