More on rubber

READER AND EDITOR

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MORE ON RUBBER

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To THE EDITORS: . .

Mr. J. E. Trainer's article on "The Rubber IndustryPromise of Progress" [Business Horizons, Fall, 1962, pp. 4-14] has come to my attention. This is a very interesting article and I enjoyed reading it. However, there is one point of fact that I believe we should call to your attention. The article states in the last paragraph on page 8 that the Stevenson Act, which was apparently put into, effect in the early 1920's, "led eventually to the establishment of U.S. plantations in other countries." This statement implies that plantations owned and operated by American firms were started in the Far East and elsewhere in the 1920's or later. Actually, United States Rubber Company established Sumatra plantations in 1910.

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ARTnUla M. YoP4: Director of Public Relations, United States Rubber Company

FROM THE MARKETING

SEMINAR

I~ Tam issue, the editors of Business Horizons present two papers from the second International Seminar oo Marketing Management held at Stresa, Italy in July of this year. Both articles are related to the Common Market. "The Markets of Europe or the European Market?" by Yves Fournis is printed in both its English translation and-for those who prefer i t its original French. Fournis is business director of the Paulstra Works, president of ADETEM, and vicepresident of ESOMAR. The second article, "Advertising in the New European Community," was presented by Denis G. Lanigan, manager o~ J. Walter Thompson in Frankfurt, Germany. The Stresa seminar has been described in some detail by W. George Pinnell, associate dean of the Graduate School of Business, Indiana University [see "Conference at Stresa: The Expanding European Market," Business Horizons, Fall, 1962, pp. 17-18]. Briefly, this was the second meeting of marketing executives and consultants from continental Europe, England, and the United States. Co-sponsnrs of the seminar were the Istituto Post-Universitario per lo Studio dell'Organizzazione Aziendale (IPSOA) of Turin and the Graduate School of Business of Indiana University. Representatives from firms located in a dozen countries were invited to attend disc-assions that centered on marketing considerations associated with doing business in Europe, both for American and European companies. These discussions turned to new marketing problems, new marketing practices, and to important developments in marketing research. It is from these proceedings that the papers by Lanigan and Fournis were selected. More will be published in Business Horizons at a later time.

WINTER,

1962

the leader and get

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How many of last night's TV commercials or'this' weekrs ads will you remember a week from now? A month? ":" Yet, you'll recall a bug-like car or a one-eyed man w t h a patch for years. Those campaigns had what it takes to be memorable. Personality. Style. Flair. Uniqueness. They didn't get lost because they didn't follow.any leaders. They w e r e leaders. At Bonsib, we believe only advertising with these qualities does a job for the advertiser. Antt,:!tcalls for an:advertising agency with a creativophifosophy that's uniquely its own. Our creative philosophy has kept Our clients so happy they've been with us now for an average of eight years. One advertiser has been a client of ours for thirty-nine years. Our philosophy has also made Us Indiana's most ~alked about agency, And, it has led us'to Serve you from two locations: in Fort Wayne, and I ndianap=ol s. : . . . . ". . . . . : Write or call ateither address~and Weill be.glad to explain what our creative~philosophy Can do for your advert s ng. .

927 South Harrison 3951 North Meridian

Street Street

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Fort Wayne, Indianapolis,

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Indiana Indiana

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