Procter & Gamble Begins Selling Directly to Retailers
At a glance:
- Series: Great Events from History II: Business and Commerce Series
- Categories: Economics
- Subcategories: Business, Trade, Commerce, Advertising, Marketing, Sales
- Curriculum: American History 1901-1950
- Geographical Location: Ohio
- Date: 1919-1920
Article abstract: By implementing a plan for direct selling to retailers, Procter & Gamble assumed control of its distribution function from jobbers, enabling steady production, quick assessment of marketing efforts, guaranteed employment, and increased market presence.
Summary of Event
Facing industrywide marketing pressures, Procter & Gamble initiated direct selling to retailers in the early 1920’s. This change enabled the company to exert greater control over wholesale grocers, whose actions previously had made it difficult to rationalize...
[The entire page is 1970 words long]
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