Marketing in a Changing Environment is an attempt to re-think the material we should put before our students in the introductory or survey course in marketing. For many years, the first course in marketing was a descriptive course. Several standard texts have been available for nearly two generations. Two of these leading texts were first published in 192;7 and 1930, and are still being used widely. Their purpose was to describe marketing institutions, marketing functions, and marketing procedures or conventions. The person who faithfully studied one of these texts by himself had nearly as much understanding of how marketing operated as did the one who attended a class using the book as a text, because the book contained all the marketing information the student was supposed to learn. As marketing institutions increased in number and kind, and as marketing came to be less routinized, it became evident that judgment rather than information needed to be the goal of the introduction to marketing. Judgment grows from experience, and experience is not merely a matter of learning how rack-jobbers ply their trade, or how many chain store companies sell non-food items, or what marketing functions are. Experience comes from observing, comparing, analyzing, and concluding how and why, and how better marketing is and should be done. The case method was introduced as a way of developing judgment about marketing (and other aspects of business) without field experience. Essentially, it does provide a vehicle for the development of judgment, but it requires the introduction of considerable quantities of information about marketing if it is not to become a course in making snap judgments. Books of readings have been introduced, partially to broaden the exposure of students to a growing body of literature, and partially to supplement crowded or inadequate library facilities. They have offered a convenience, but no real modification of the method of the

1. Market forces-incomes, prices, assets, and the like-and psychological factors-motives, attitudes, past experiences, and expectations-jointly determine economic behavior.... 2. Both market forces and psychological factors are measurable.... 3. Economic knowledge must be derived from the study of both kinds of forces, even though under certain conditions the one and under other conditions the other may predominate.... 4. With increasing discretionary income and affluence, the role of the psychological factors is growing.... 5. Motives, attitudes, and expectations do not change capriciously; the origin of their changes can and must be studied.

elementary course in radio broadcasting for either high school or college. Presentation of the text material is divided into two parts. Part One covers basic information required for planning a radio broadcast. Part Two serves as a workbook and includes twelve radio scripts that may be used for actual production. In Part One, the following topics are presented in a logical and well-organized manner: In the chapter on Station Relations, some explanation is given concerning the purpose of commercial radio stations. This is the only portion of the book that touches on any phase of the economics or business management of radio broadcasting. Attention is devoted entirely to the area of program preparation and production. The legal and procedural aspects of music and copyright clearance are explained in simple terms. Guiding rules are given for auditioning and casting. Basic instructions are outlined concerning techniques at the microphone. The duties and problems of the producer are briefly described. There are also chapters in which the following subjects are treated: working with the script, selecting records for theme and mood music, cuing records for mood, bridge, and theme music, success with sound, rehearsals and the broadcast, and non-dramatic programs. Part Two is a series of twelve prepared scripts which may be used for either workbook projects or actual broadcast if desired. They are graded in type and length. Fairly complete production notes are included in most of the scripts. Permission is granted for educational groups to use the scripts in non-commercial broadcasts when the book is used as a text. The scripts provide the major portion of the book and present most of the different types of problems encountered in production. It seems that the entire book aims at producing one particular broadcast for either a quarter, half, or full hour program. No mention is made of the problems involved in planning and scheduling the broadcasting activities for a day or a week. No attention is given to program balance or matchTHE JOURNAL OF MARKETING

dren in the working force are examined as well as racial considerations, and the positions of older workers. Attitudes toward labor, ranging from the economic necessity of toil to the feeling that work is, at best, a necessary evil which interferes with achieving a good life, and covering Western and Oriental ideals, provide stimulating reading. One gains the impression at times that the authors have sacrificed something in the way of depth of treatment in order to obtain breadth of coverage. They have spread it a bit thin in places, although the job on the whole is well done. The authors find no adequate theory to explain the variations they find in their studies of the working force. They submit a tentative "theory of socio-economic change" in chapter 3, and in the latter part of chapter 19, to the effect that there appears to be an evolutionary tendency in advanced economies for a specialized working force to appearasmarket economies replace subsistence economies. In subsistence economies the working force embraces practically the entire population. In the highly developed market economies "only the (adult men) are now universally found at work" (p. 376). Social and cultural attitudes seem to play decisive roles in the determination of working force patterns, with economic forces dominant, especially in countries progressing from primitive to more highly developed economies. The book is timely and should be of special interest to policy makers and students of manpower requirements at this time of mobilization for defense. NATHANAEL H. ENGLE University of Washington