New-York tribune., 1922-09-10

ADVERTISE
! ING. BY Arthur Dunn. Harper & Broth
ers.
ORGANIZED PRODUCE MARKETS Rv
John George Smith. Longman's Green
LAWS OF BUSINESS. BY Theophilus Par
CONS. Revised by Charles M. Reed
George Fl. Doran Co.
MN HE LITERATURE Of business
M contains numerous contribu-
tions on selling and adyer-
II tising written either by author
tiles who do not know how to
write, or by writers who have at best
only theoretical knowledge of the
subject. This literature is enriched
when an authority on advertising and
selling combines his thorough knowl-
edge with writing ability. Mr.. Dunn
is well known to people in the adver-
tising business. He enjoys a splen~
did reputation. Although he has organ
lied seven banks and twenty corpora
tions and sold thousands of dollars
worth of stock, his motto has always
been "lf the truth won't sell it--don't
sell it." All of Mr.. Dunn's efforts
neeessitated salesmanship and adver-
tising. In this volume he presents the
method he found successful in his
twenty-odd years of experience.
Five steps are essential to every
sale, according to the author They
are: Attention, Confidence, Education,
Desire and Volition. 1t is the last
step--the making Of the will to act.
where most statesmen fail to get the
customer to sign on the dotted line or
that an appeal to the emotions at this
point melts the we'll. The Rockwell
If we were a salesmanager we would
insist that all our statesmen read it.
-
"Organzed Produce Markets" de-
scrfbes the organization and trading
methods of the principal produce mar
kets of the world. The economic func-
tion of speculation is discussed and an
account is given of it's abuses and of
the legislation passed by governments
for its control. The volume is intend
ed primarily for students, but treats
of aspects of marketing that appeal to
business men. The work shows fa-
miliarity with American exchanges,
but, like all works of this kind, cannot
describe recent innovations or tend
encies. The volume discusses and cor
rects all Important changes made be-
fore the close of 1921
The reader with only passing in
terest in subject is generally at
tracted or repelled by the first chapter.
Unfortunately the first three chapters
| contain many involved sentences and
paragraphs. This is regrettable since
the chapters on spot transactions, fu-
lures and privileges, settlements and
clearing houses and crop reports and
market price quotations are interest
| ingly discussed. The volume contains
a mass of information not readily ac-
cessible elsewhere.
|
laws of Business People gen
orally, here and elsewhere, must know
certain amount of law, for without
/ this they cannot live safely in society.
| For example, men in business must
know something of the general laws
of business; how to conduct their sales,
how to make notes, how to collect them,
and the like; and all men must know
SO much of ordinary law as protects
and defines their common and uni
versal rights. The book states the prin-
ciples of the laws with accuracy, as
far as possible in non-technical Ian
/ guage, oinitting citations and refer
ences to reports and authorities, yet
i adding some elementary rules, prin-
ciples and definitions. 1t contains a
4 great variety of fcrms, a complete
glossary of law terms in common use
and well-arranged index. Although
the volume purports to treat on recent
business legislation, such as work.
mems compensation laws and auto
i mobiles, it fails to mention the aero
! plane. Libel, for some strange reason
perhaps, is not mentioned. It is not q
substitute for lawyer and should not
ba SO uaed,