SUCCESS IN BUSINESS

Waikato Times, Volume 109, Issue 18349, 8 June 1931, Page 3

SUCCESS IN BUSINESS

SOUND POLICY ESSENTIAL. Writing on the subject of marketing methods, Mr W. 11. Harford, a leading English business man, states that in marketing methods we must endeavour to he more spcclflo. “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. High-powered salesmanship, large-scale advertising, may both he weakened if a firm or industry lacks a sound business policy. Instances must be within your knowledge, as they arc with mine, of many firms who change their tactics as rapidly as docs a professional politician. ‘/The place of advertising in modern marketing must firstly he in accordance wilh an agreed policy. The policy of the firm should either be clearly laid down in consultation wilh tho advertising department or the advertising adviser, or tho policy should he made daylight plain to the advertising end of the business. “Unless we stand firm by our policy wo 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 100 interested in possibilities 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.”