FURNITURE MARKETING.

By Prof. Kenneth R. Davis. Chapel Hill: The Universityof North Carolina Press, 1957. 224 pp. $5.00.

Though Professor Davis's book is a relatively small one, it embodies the results of a great deal of careful thought and research. The author studies his topic both from the standpoint of the specialist in Marketing Management and from the point of view of the theoretical economist. It is not surprising, therefore, to find in his book discussions of such mundane things as "gross margins," "rounding out the line," and "promotional effort" as well as remarks about such esoteric matters as "marginal cost," "equilibrium," and "economies of scale." Using this twofold approach Mr. Davis succeeds in adding depth and penetration to a subject that could easily have been treated in a purely descriptive and superficial manner.

The major portion of the book is devoted to a scholarly analysis of three key marketing policies as these are carried out by the manufacturers of upholstered and case-goods furniture. Attention is first given to product policies, involving the composition of, and changes in, the line of items sold. Price policies are next considered, with detailed consideration being given to price competition. Finally promotional policies, in terms of personal selling, advertising, product display, and publicity are taken up.

Among numerous specific conclusions the author reaches a very important conclusion of a general nature: "It appears that the repeated attacks on the marketing policies of furniture manufacturers that one finds in the industry's annals are not warranted." Comparisons with the marketing policies of other industries if not odious are at least inappropriate. The furniture industry, in the light of its peculiar characteristics, has developed its own set of marketing policies, and these have by no means been unsuccessful.

Professor Davis's book is a well organized and solid piece of original work. It should be of interest to furniture manufacturers and others connected with the industry, to students of marketing, and to economists.