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 This is a special edition of an established title widely used by colleges and
GLOBAL universities throughout the world. Pearson published this exclusive edition
for the benefit of students outside the United States and Canada. If you
GLOBAL
EDITION purchased this book within the United States or Canada, you should be aware EDITION

EDITION
GLOB AL
that it has been imported without the approval of the Publisher or Author.

Principles of Marketing
Principles of Marketing presents a comprehensive overview of basic marketing concepts, strategies,
and practices within a customer engagement framework, which shows how creating and capturing
customer value drives effective marketing strategies.
The nineteenth edition continues to reflect the trends and shifting forces that impact marketing, with
added discussions on major digital transformations in marketing research; omni-channel marketing;
Principles of Marketing
real-time customer listening and marketing; and digital, mobile, and social media marketing. It also
includes new coverage of how companies are dealing with recent disruptions in the marketing NINETEENTH EDITION
environment, such as the rapid rise of digital technologies, large economic swings, extreme
environmental patterns, and global health crises.

Key Features
Philip Kotler
• NEW and UPDATED—Each chapter contains a chapter-opening vignette and two Real
Marketing features that provide engaging marketing stories of real companies, with a special focus on
brand marketing strategies and contemporary marketing issues across the globe.
Gary Armstrong
• NEW and UPDATED—A Company Case concludes each chapter and prompts students to
apply marketing concepts and critical thinking to challenges faced by real companies and brands.
Sridhar Balasubramanian
• NEW and REVISED—Chapter 17 is now a standalone digital marketing strategy chapter,

NINETEENTH
organized around a four-step digital marketing process. Updated with new organizing frameworks,

EDITION
concepts, and examples, Chapters 19 and 20 offer focused coverage of global and sustainable
marketing.
• NEW—Care has been taken to ensure that the interests of diversity, equity, and inclusion (DEI)
are responsibly represented in the treatment of marketing topics, examples, and illustrations.
Discussions on gender segmentation and gender-neutral marketing, DEI in advertising, and
subcultures show how marketers are applying DEI values in their strategies and actions.

Balasubramanian
Armstrong
Kotler
Available separately for purchase is MyLab Marketing for Principles of Marketing, the teaching and
learning platform that empowers instructors to personalize learning for every student. When
combined with Pearson’s trusted educational content, this optional suite helps deliver the desired
learning outcomes.

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 PRINCIPLES of
MARKETING

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 ­PRINCIPLES of
MARKETING
­Nineteenth Edition
Global Edition

­Philip Kotler
Northwestern University

Gary Armstrong
University of North Carolina

Sridhar Balasubramanian
University of North Carolina

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 Brief Contents

­Preface 15

Part 1 Defining Marketing and the Marketing Process 24

1 Marketing: Creating Customer Value and Engagement 24
2 Company and Marketing Strategy: Partnering to Build Customer Engagement,
Value, and Relationships 58

Part 2 Understanding the Marketplace and Consumer Value 86

3 Analyzing the Marketing Environment 86
4 Managing Marketing Information to Gain Customer Insights 120
5 Consumer Markets and Buyer Behavior 160
6 Business Markets and Business Buyer Behavior 192

Part 3 Designing a Customer Value–Driven Strategy and Mix 214

7 Customer Value–Driven Marketing Strategy: Creating Value for Target Customers 214
8 Products, Services, and Brands: Building Customer Value 246
9 Developing New Products and Managing the Product Life Cycle 282
10 Pricing: Understanding and Capturing Customer Value 310
11 Pricing Strategies: Advanced Topics 334
12 Marketing Channels: Delivering Customer Value 362
13 Retailing and Wholesaling 398
14 Engaging Consumers and Communicating Customer Value: Integrated Marketing
Communications Strategy 434
15 Advertising and Public Relations 458
16 Personal Selling and Sales Promotion 484
17 Digital Marketing 514

Part 4 Extending Marketing 548

18 Creating Competitive Advantage 548
19 The Global Marketplace 572
20 Sustainable Marketing: Social Responsibility and Ethics 604

Appendix 1 Marketing Plan 638

Appendix 2 Marketing by the Numbers 648
Appendix 3 Careers in Marketing 665

Glossary 678
References 689
Index 738

   7

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 ­Contents

­Preface 15 Designing the Business Portfolio 64

Analyzing the Current Business Portfolio 64 | Developing
Strategies for Growth and Downsizing 66
Part 1: Defining Marketing and the Marketing
Planning Marketing: Partnering to Build Customer
Process 24
Relationships 68
Partnering with Other Company Departments 68 | Partnering

CHAPTER 1 Marketing: Creating Customer Value with Others in the Marketing System 69
Marketing Strategy and the Marketing Mix 69
and Engagement 24 Customer Value–Driven Marketing Strategy 70 | Developing an
Integrated Marketing Mix 74
What Is Marketing? 26 Managing the Marketing Effort and Marketing Return on
Marketing Defined 27 | The Marketing Process 27
Investment 75
Understanding the Marketplace and Customer Needs 28 Managing the Marketing Effort 75 | Measuring and Managing
Customer Needs, Wants, and Demands 28 | Market
Marketing Return on Investment 79
Offerings—Products, Services, Solutions, and
REVIEWING AND EXTENDING THE CONCEPTS 81 | Objectives
Experiences 29 | Customer Value and Satisfaction 31 |
Review 81 | Key Terms 82 | Discussion Questions 82 | Critical Thinking
Exchanges and Relationships 31 | Markets 31 Exercises 82 | APPLICATIONS AND CASES 82 | Digital Marketing:
Designing a Customer Value–Driven Marketing Lush UK Abandons Social Media 82 | Marketing Ethics: Pharrell Williams’
Strategy and Plan 32 ­Humanrace Brand 83 | Marketing by the Numbers: Alphabet versus
Customer Value–Driven Marketing Strategy 32 | Preparing an Meta 83 | Company Case: DuPont: Improving Everyday Life by Solving the
Integrated Marketing Mix 36 World’s Most Challenging Problems 84
Managing Customer Relationships and Capturing
Customer Value 36
Part 2: Understanding the Marketplace and
Engaging Customers and Managing Customer Relation-
Consumer Value 86
ships 36 | Capturing Value from Customers 41

3 Analyzing the Marketing

The Changing Marketing Landscape 44
The Digital Age: Online, Mobile, and Social Media Marketing 44 | CHAPTER
The Growth of Not-for-Profit Marketing 48 | Rapid ­Globalization 49 |
Environment 86
Sustainable Marketing: The Call for More Environmental and Social
Responsibility 50 | So What Is Marketing? Pulling It All Together 50 | The Microenvironment and Macroenvironment 88
Developing Skills for Your Career 52 The Microenvironment 88 | The Macroenvironment 92
REVIEWING AND EXTENDING THE CONCEPTS 53 | Objectives The Demographic and Economic
­Review 53 | Key Terms 54 | Discussion Questions 54 | Critical Thinking Environments 92
Exercises 54 | APPLICATIONS AND CASES 55 | Di­gital Marketing: The Demographic Environment 92 | The Economic
Fionamania 55 | Marketing Ethics: Exaggeration and High Pressure 55 |
Environment 101
Marketing by the Numbers: Be on the First Page 55 | Company Case: The
The Natural and Technological
Walt Disney World Resort: Making Magical ­Moments 55
Environments 102
The Natural Environment 102 | The Technological

CHAPTER 2 Company and Marketing Strategy: Environment 104

The Political–Social and Cultural Environments 105
Partnering to Build Customer Engagement, The Political and Social Environment 105 | The Cultural
Value, and Relationships 58 Environment 110
Responding to the Marketing Environment 113
Company-Wide Strategic Planning: Defining Marketing’s REVIEWING AND EXTENDING THE CONCEPTS 114 | Objectives
Role 60 Review 114 | Key Terms 115 | Discussion Questions 115 | Critical
Defining a Market-Oriented Mission 60 | Setting Company Thinking Exercises 115 | APPLICATIONS AND CASES 116 | Digital
Objectives and Goals 63 Marketing: The Trendiness of Brand Support for Social Causes 116 |
   9

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 10   CONTENTS
Marketing Ethics: Alexa Is HIPPA Compliant 116 | Marketing by the REVIEWING AND EXTENDING THE CONCEPTS 187 | Objectives
Numbers: Targeting Americans 65 and Older 116 | Company Case: ­ eview 187 | Key Terms 188 | Discussion Questions 188 | Critical Think-
R
GoPro: From Hero to Zero and Back 117 ing Exercises 188 | APPLICATIONS AND CASES 189 | Digital M­arketing:
Blogvertorials 189 | Marketing Ethics: Limited Forms of ­Payment 189 |

4 Managing Marketing Information

Marketing by the Numbers: Evaluating Alternatives 189 | Company Case:
CHAPTER Harley-Davidson: Selling Freedom, Independence, Power, and

to Gain Customer Insights 120 Authenticity 190

Marketing Information and Customer Insights 122

Marketing Information and Today’s “Big Data” 122 |
CHAPTER 6 Business Markets and Business
Developing Customer Insights 123 | The Marketing
Buyer Behavior 192
Information Ecosystem 123
Business Markets 194
Assessing Information Needs and Developing Data 124
Market Structure and Demand 194 | Nature of the Buying
Assessing Marketing Information Needs 124 | Developing
Unit 195 | Types of Decisions and the Decision Process 195
Marketing Information 125 | Competitive Marketing
Business Buyer Behavior 196
Intelligence 126
Major Types of Buying Situations 197 | Participants in the
Marketing Research 128
Business Buying Process 197 | Major Influences on Business
Traditional Marketing Research in Transition 129 | Defining
Buyers 198
the Problem and Research Objectives 130 | Developing the
The Business Buyer Decision Process 201
Research Plan 130 | Gathering Secondary Data 131 |
Problem Recognition 202 | General Need Description 202 |
Primary Data Collection 132 | Implementing the
Product Specification 202 | Supplier Search 202 | Proposal
Research Plan 143 | Interpreting and Reporting the
Solicitation 203 | Supplier Selection 203 | Order-Routine
Findings 144
Specification 203 | Performance Review 203
Analyzing and Using Marketing Information 144
Engaging Business Buyers with Digital and Social
Customer Relationship Management (CRM) 144 | Big Data,
Marketing 204
Marketing Analytics, and Artificial Intelligence 145 |
E-procurement and Online Purchasing 204 | Business-to-
Distributing and Using Marketing Information 149
Business Digital and Social Media Marketing 205
Other Marketing Information Considerations 150
Institutional and Government Markets 207
Marketing Research in Small Businesses and Nonprofit Orga-
Institutional Markets 207 | Government Markets 208
nizations 150 | International Marketing Research 151 | Public
REVIEWING AND EXTENDING THE CONCEPTS 209 | Objectives
Policy and Ethics in Marketing Research 152
Review 209 | Key Terms 210 | Discussion Questions 210 | Critical
REVIEWING AND EXTENDING THE CONCEPTS 155 | Objectives Thinking Exercises 211 | APPLICATIONS AND CASES 211 | Digital
Review 155 | Key Terms 156 | Discussion Questions 156 | Critical Thinking Marketing: E-Procurement and Mobile Procurement 211 | Marketing
Exercises 156 | APPLICATIONS AND CASES 157 | Digital Marketing:
Ethics: Meals for Institutional Markets 211 | Marketing by the Numbers:
Amore Pacific 157 | Marketing Ethics: TikTok 157 | Marketing by the From Gaming to Public Safety 212 | Company Case: Caterpillar: Creating
Numbers: Descriptive Research 157 | Company Case: Bayer: Big Data for Value for Industrial Customers 212
Customer Insights 158

Part 3: Designing a Customer Value–Driven

CHAPTER 5 Consumer Markets and Buyer Strategy and Mix 214
Behavior 160
Model of Consumer Behavior 162
CHAPTER 7 Customer Value–Driven Marketing
Characteristics Affecting Consumer Behavior 163 Strategy: Creating Value for Target
Cultural Factors 163 | Social Factors 166 | Personal Customers 214
Factors 171 | Psychological Factors 174
The Buyer Decision Process and Types of Buying Decision Marketing Strategy 216
Behavior 177 Market Segmentation 217
The Buyer Decision Process 177 | Types of Buying Decision Segmenting Consumer Markets 217 | Segmenting
Behavior 180 | The Customer Journey 182 Business Markets 224 | Segmenting International
The Buyer Decision Process for New Products 183 Markets 225 | ­R equirements for Effective Segmentation 226
Stages in the Adoption Process 185 | Individual Differences in Market Targeting 226
Innovativeness 185 | Influence of Product Characteristics on Evaluating Market Segments 226 | Selecting Target Market
Rate of Adoption 186 Segments 227

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 CONTENTS   11

Differentiation and Positioning 234 Review 306 | Key Terms 306 | Discussion Questions 307 | Critical Thinking
Positioning Maps 234 | Choosing a Differentiation and Exercises 307 | APPLICATIONS AND CASES 307 | Digital Marketing:
Positioning Strategy 235 | Communicating and Delivering the Barbie in the Digital Age 307 | Marketing Ethics: Space Tourism 307 |
Chosen Position 240 Marketing by the Numbers: Dental House Calls 308 | Company Case:
Toyota: Developing a Million New Product Ideas Every Year 308
REVIEWING AND EXTENDING THE CONCEPTS 240 | Objectives
Review 240 | Key Terms 241 | Discussion Questions 241 | Critical
Thinking Exercises 242 | APPLICATIONS AND CASES 242 | Di­gital
Marketing: Using Social Media for Inclusive Hyperlocal Segmentation 242­|
CHAPTER 10 Pricing: Understanding and
Marketing Ethics: Cameo: Do the Celebrity Connections Reinforce Gender Capturing Customer Value 310
Pay Gaps? 242 | Marketing by the Numbers: At-Home Workouts 243 |
Company Case: Outschool: Personalized Education for All 243 What Is Price? 312
Major Pricing Strategies 313

CHAPTER 8 Products, Services, and Brands: Customer Value–Based Pricing 313 | Cost-Based Pricing 317 |
Competition-Based Pricing 321
Building Customer Value 246 Other Internal and External Considerations Affecting Price
Decisions 323
What Is a Product? 248 Overall Marketing Strategy, Objectives, and Mix 323 | Organi-
Products, Services, and Experiences 248 | Levels of Product zational Considerations 325 | The Market and Demand 325 |
and Services 249 | Product and Service Classifications 250 The Economy 327 | Other External Factors 328
Product and Service Decisions 253 REVIEWING AND EXTENDING THE CONCEPTS 328 | Objectives
Individual Product and Service Decisions 253 | Product Line Review 328 | Key Terms 329 | Discussion Questions 330 | Critical Thinking
Decisions 259 | Product Mix Decisions 260 Exercises 330 | APPLICATIONS AND CASES 330 | Digital Marketing:
Services Marketing 261 Intuit QuickBooks 330 | Marketing Ethics: Should Large Passengers Pay
The Nature and Characteristics of a Service 261 | Marketing More for Airline Tickets? 331 | Marketing by the Numbers: Rock Bottom
Strategies for Service Firms 263 | The Service Profit Chain 263 Promotional Pricing 331 | Company Case: Gillette: Searching for the Right
Price in a Volatile Market 331
Branding Strategy: Building Strong Brands 266
Brand Equity and Brand Value 268 | Building Strong
Brands 269 | Managing Brands 277
REVIEWING AND EXTENDING THE CONCEPTS 277 | Objectives
CHAPTER 11 Pricing Strategies: Advanced
Review 277 | Key Terms 278 | Discussion Questions 279 | Critical Topics 334
Thinking Exercises 279 | APPLICATIONS AND CASES 279 | Digital
Marketing: Dyson: A Formula for Brand Extension 279 | Marketing Ethics: New Product Pricing Strategies 336
Cutthroat Prices 279 | Marketing by the Numbers: Coca-Cola Considers Market-Skimming Pricing 336 | Market-Penetration Pricing 336
the Cost of Cannibalization 280 | Company Case: Avocados From Mexico: Product Mix Pricing Strategies 337
Building a Brand in a Brandless Category 280 Product Line Pricing 337 | Optional-Product Pricing 338 |
Captive-Product Pricing 338 | By-Product Pricing 339 |

CHAPTER 9 Developing New Products and Product Bundle Pricing 339

Price Adjustment Strategies 339
Managing the Product Life Cycle 282 Discount and Allowance Pricing 340 | Segmented Pricing 340 |
Psychological Pricing 341 | Promotional Pricing 343 | Geo-
New Product Development Strategy 284
graphical Pricing 344 | Dynamic and Personalized Pricing 345 |
The New Product Development Process 285
International Pricing 346
Idea Generation 285 | Idea Screening 289 | Concept Develop-
Price Changes 349
ment and Testing 289 | Marketing Strategy Development 290 |
Initiating Price Changes 349 | Responding to Price
Business Analysis 291 | Product De­v elopment 291 | Test
­C hanges 351
Marketing 292 | Commercialization 293 | Managing New
Public Policy and Pricing 352
Product Development 293
Pricing within Channel Levels 353 | Pricing across Channel
Product Life-Cycle Strategies 295
Levels 355
Introduction Stage 299 | Growth Stage 299 | Maturity
REVIEWING AND EXTENDING THE CONCEPTS 356 | Objectives
Stage 300 | Decline Stage 301
Review 356 | Key Terms 357 | Discussion Questions 358 | Critical Thinking
Additional Product and Service Considerations 304 Exercises 358 | APPLICATIONS AND CASES 358 | Digital Marketing:
Product Decisions and Social Responsibility 304 | Interna- RetailMeNot 358 | Marketing Ethics: Changing the Price 359 | Marketing
tional Product and Services Marketing 305 by the Numbers: Lose Some Customers, Be Better Off? 359 | Company
REVIEWING AND EXTENDING THE CONCEPTS 306 | Objectives Case: Casper: A Pricing Strategy That Flipped the Mattress Industry 359

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 12   CONTENTS

CHAPTER 12 Marketing Channels: Delivering Wholesaling 424

Types of Wholesalers 425 | Trends in Wholesaling 428
Customer Value 362 REVIEWING AND EXTENDING THE CONCEPTS 429 | Objectives
Review 429 | Key Terms 430 | Discussion Questions 430 | Critical Thinking
Supply Chains and the Value Delivery Network 364 Exercises 431 | APPLICATIONS AND CASES 431 | Digital Marketing:
The Nature and Importance of Marketing Channels 365 | How Taco Bell’s Social Media Strategy 431 | Marketing Ethics: Nordstrom’s
Channel Members Add Value 365 2025 Corporate Social Responsibility Goals 431 | Marketing by the
Channel Behavior and Organization 367 Numbers: The Hauz of Spize 432 | Company Case: Ulta Beauty: Where
the Experience Is Beautiful 432
Channel Behavior 368 | Vertical Marketing Systems 369 |
Horizontal Marketing Systems 372 | Multichannel Distribution
Systems 372 | Changing Channel Organization 373
Channel Design Decisions 376
CHAPTER 14 Engaging Consumers and
Analyzing Consumer Needs 377 | Setting Channel Objec-
Communicating Customer Value: Integrated
tives 377 | Identifying Major Alternatives 378 | Evaluating the Marketing Communications Strategy 434
Major Alternatives 379 | Designing International Dis­t ribution
Channels 380 ­ he Promotion Mix 436
T
Channel Management Decisions 381 Integrated Marketing Communications 437
Selecting Channel Members 381 | Managing and Motivating The New Marketing Communications Model 437 | ­T he Need

Channel Members 381 | Evaluating Channel Members 382 | for Integrated Marketing Communications 438

Public Policy and Distribution Decisions 382 Developing Effective Marketing Communication 441
Marketing Logistics and Supply Chain Management 383 A View of the Communication Process 441 | Steps in Devel-

Nature and Importance of Marketing Logistics 383 | Sustain- oping Effective Marketing Communication 443 | Nonpersonal

able Supply Chains 386 | Goals of the Logistics System 387 | Communication Channels 446

Major Logistics Functions 387 | Integrated Logistics ­Setting the Total Promotion Budget and Mix 447
Management 390 Setting the Total Promotion Budget 447 | Shaping the Overall
Promotion Mix 449 | Integrating the Promotion Mix 451 |
REVIEWING AND EXTENDING THE CONCEPTS 392 | Objectives
Review 392 | Key Terms 393 | Discussion Questions 393 | Critical ­Socially Responsible Marketing Communication 451
Thinking Exercises 394 | APPLICATIONS AND CASES 394 | Di­gital REVIEWING AND EXTENDING THE CONCEPTS 454 | Objectives
Marketing: Members Only? 394 | Marketing Ethics: Ethical Sourc- Review 454 | Key Terms 454 | Discussion Questions 455 | Critical Thinking
ing 394 | Marketing by the Numbers: Drinking from the Source 395 | Exercises 455 | APPLICATIONS AND CASES 455 | Digital Marketing: “Your
Company Case: Weyerhaeuser: Riding Out the Supply Chain Table Is Ready” 455 | Marketing Ethics: It’s a Powerful Thing to Be Seen 455 |
Storm 395 Marketing by the Numbers: Never-Ending Cola War 456 | ­Company Case:
Nestlé: Integrating Marketing Communication into Daily Operations 456

CHAPTER 13 Retailing and Wholesaling 398

Retailing 400
CHAPTER 15 Advertising and Public
Retailing: Connecting Brands with Consumers 400 | The
Relations 458
Shifting Retailing Model 400 | Store Retailing 401 | ­N on-Store
Advertising 460
Direct Retailing 407
Major Advertising Decisions 461
Omni-Channel Marketing: Blending In-Store, Online, Mobile,
Setting Advertising Objectives 461 | Setting the Advertis-
and Social Media Channels 410
ing Budget 462 | Developing Advertising Strategy 464 |
Retailer Marketing Decisions 412
­Evaluating Advertising Effectiveness and the Return on Adver-
Segmentation, Targeting, Differentiation, and Positioning
tising Investment 473 | Other Advertising Considerations 473
Decisions 412 | Product Assortment and Services
Public Relations 475
Decision 413 | Price Decision 414 | Promotion Decision 416 |
The Role and Impact of PR 478
Place Decision 417
Major Public Relations Tools 479
Retailing Trends and Developments 418
REVIEWING AND EXTENDING THE CONCEPTS 479 | Objectives
Increased Uncertainty and Disruption 418 | Tighter Consum-
Review 479 | Key Terms 480 | Discussion Questions 480 | Critical
er Spending 418 | New Retail Forms, Shortening Retail Life
Thinking Exercises 480 | APPLICATIONS AND CASES 481 | Di­gital
Cycles, and Retail Convergence 419 | The Rise of Megare-
Marketing: Volkswagen’s “The Last Mile” Campaign 481 | Marketing Eth­ics:
tailers 420 | Rapid Advances in Retail Technology 420 | YesStraws 481 | Marketing by the Numbers: Advertising Costs 481 |
Sustainable Retailing 421 | Global Expansion of Major Company Case: Hyundai: An Integrated Marketing Communications
Retailers 424 Campaign That’s “Wicked Smaht” 482

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 CONTENTS   13

CHAPTER 16 Personal Selling and Sales Part 4: Extending Marketing 548

Promotion 484 CHAPTER 18 Creating Competitive Advantage 548

Personal Selling 486 Competitor Analysis 550
The Nature of Personal Selling 486 | The Role of the Sales Identifying Competitors 550 | Assessing Competitors 553 |
Force 487 Selecting Competitors to Attack and Avoid 555 | Designing a
Managing the Sales Force 488 Competitive Intelligence System 558
Designing the Sales Force Strategy and Structure 489 | Competitive Strategies 558
Recruiting and Selecting Salespeople 491 | Training Sales- Approaches to Marketing Strategy 558 | Basic Competitive
people 493 | Compensating Salespeople 493 | Supervising Strategies 560 | Competitive Positions 561 | Market Leader
and Motivating Salespeople 494 | Evaluating Sales­p eople and Strategies 562 | Market Challenger Strategies 564 | Market
Sales Force Performance 495 | Social Selling: Using ­D igital Follower Strategies 565 | Market Nicher Strategies 566
Sales Platforms and Tools 495 Balancing Customer and Competitor Orientations 567
The Personal Selling Process 498 REVIEWING AND EXTENDING THE CONCEPTS 568 | Objectives
Steps in the Selling Process 498 | Personal Selling and Review 568 | Key Terms 569 | Discussion Questions 569 | Critical Thinking
Managing Customer Relationships 501 Exercises 569 | APPLICATIONS AND CASES 569 | Digital Marketing: Are
Sales Promotion 502 the Bells Tolling for the Conventional Automobile? 569 | Marketing Ethics:
The Rapid Growth of Sales Promotion 502 | Sales Promotion Is Ugly Produce a True Food Waste Solution? 570 | Marketing by the
Objectives 503 | Major Sales Promotion Tools 504 | Develop- Numbers: Changing Numbers in the Smartphone Market 570 | Company
ing the Sales Promotion Program 508 Case: Nokia: Finding Strength by Abandoning Its Core Business 570

REVIEWING AND EXTENDING THE CONCEPTS 509 | Objectives

Review 509 | Key Terms 510 | Discussion Questions 510 | Critical CHAPTER 19 The Global Marketplace 572
Thinking Exercises 510 | APPLICATIONS AND CASES 511 | Di­gital
Marketing: Driving Sales Digitally at Global Industrial 511 | Mark­eting Global Marketing Today 574
Ethics: Selling Both Financial Advisory and Auditing Services to the Same Understanding the Global Marketing Context 576
Customer? 511 | Marketing by the Numbers: The Foundry 511 | Political Context 576 | Economic Context 577 | Sociocultural Con-
Company Case: Urban Outfitters: Brand-Building Rewards Program text 577 | Technological Context 583 | The Legal and Institutional
Promotions 512 Context 584 | The Environmental and Ecological Context 586
Deciding Whether to Go Global and Which Markets to Enter 587
Deciding Whether to Go Global 587 | Deciding Which Markets

CHAPTER 17 Digital Marketing 514 to Enter 587

Deciding How to Enter Global Markets 589
Understanding Digital Marketing 517 Exporting 589 | Joint Venturing 590 | Direct Investment 591

The New Digital Marketing Model 517 | Benefits of Digital Deciding on the Global Marketing Program 592
Marketing to Buyers and Sellers 518 ­Product 593 | Promotion 595 | Price 597 | Distribution

Preparing for a Digital Marketing Campaign 519 Channels 597

Knowing the Digital Consumer 520 | Understanding Consumer Deciding on the Global Marketing Organization 598
Omni-Channel Navigation Behavior 521 | Using Experimenta- REVIEWING AND EXTENDING THE CONCEPTS 599 | Objectives
tion to Understand What Works 522 ­Review 599 | Key Terms 600 | Discussion Questions 600 | Critical
Thinking Exer­cises 601 | APPLICATIONS AND CASES 601 | Digital
Employing Digital Channels in an Omni-Channel
Marketing: Customized Shoes from Nike by You 601 | Marketing Ethics:
Strategy 523
Unlicensed and Counterfeit Products 601 | Marketing by the Numbers:
Online Marketing 523 | Social Media Marketing 528 | Mobile
Peloton Pedals to Australia 602 | Company Case: Huawei: Running the
Marketing 533 | Creating an Integrated Omni-Channel
Global Telecommunications Race 602
Strategy 536
Public Policy Issues in Digital Marketing 538
REVIEWING AND EXTENDING THE CONCEPTS 543 | Objectives
CHAPTER 20 Sustainable Marketing: Social
Review 543 | Key Terms 544 | Discussion Questions 544 | Critical
Responsibility and Ethics 604
Thinking Exercises 544 | APPLICATIONS AND CASES 545 | Digital
Marketing: Can Social Media Raise Awareness of Uniqlo in the United Sustainable Marketing 606
States? 545 | Marketing Ethics: Customized Insurance 545 | Marketing Social Criticisms of Marketing 607
by the Numbers: Uniqlo’s Fast-Moving Image Campaign 545 | Company Marketing’s Impact on Individual Consumers 608 |
Case: Instagram: A Win-Win-Win for the Company, Advertisers, and Marketing’s Impact on Society as a Whole 612 | Marketing’s
Instagrammers 546 Impact on Other Businesses 614

A01_KOTL9364_19_GE_FM.indd 13 06/03/23 3:40 PM

 14   CONTENTS
Pathways to Sustainable Marketing 615 | Marketing by the Numbers: Gouging Their Eyes Out 635 | Company Case:
Consumer Actions to Promote Sustainable Marketing 615 | H&M: Offering Sustainable Fashion and Quality at the Best Price 635
Business Actions toward Sustainable Marketing 618 Appendix 1: Marketing Plan 638
Building a Sustainable Marketing Organization 625 Appendix 2: Marketing by the Numbers 648
Sustainable Marketing Principles 625 | The Sustainable Appendix 3: Careers in Marketing 665
Marketing Organization 632

REVIEWING AND EXTENDING THE CONCEPTS 633 | Objectives Glossary 678

Review 633 | Key Terms 634 | Discussion Questions 634 | Critical Thinking Ex-
References 689
ercises 634 | APPLICATIONS AND CASES 634 | Digital Marketing: Politically
Neutral Social Media 634 | Marketing Ethics: Dr. Bronner Spews the Soap! 635 Index 738

A01_KOTL9364_19_GE_FM.indd 14 06/03/23 3:40 PM

Exploring the Variety of Random
Documents with Different Content
and massagecream. Ellen talked very low into the receiver. The gruff
man’s voice at the garage growled pleasantly in her ears. “Sure right
away miss.” She tiptoed springily back into the room and closed the
door.
“I thought he loved me, honestly I did Elaine. Oh men are so
dweadful. Morris was angwy because I wouldn’t live with him. I think
it would be wicked. I’d work my fingers to the bone for him, he knows
that. Havent I been doing it two years? He said he couldnt go on
unless he had me weally, you know what he meant, and I said our
love was so beautiful it could go on for years and years. I could love
him for a lifetime without even kissing him. Dont you think love
should be pure? And then he made fun of my dancing and said I was
Chalif’s mistwess and just kidding him along and we quaweled
dweadfully and he called me dweadful names and went away and
said he’d never come back.”
“Dont worry about that Cassie, he’ll come back all right.”
“No but you’re so material, Elaine. I mean spiwitually our union is
bwoken forever. Cant you see there was this beautiful divine
spiwitual thing between us and it’s bwoken.” She began to sob again
with her face pressed into Ellen’s shoulder.
“But Cassie I dont see what fun you get out of it all?”
“Oh you dont understand. You’re too young. I was like you at first
except that I wasnt mawied and didnt wun awound with men. But
now I want spiwitual beauty. I want to get it through my dancing and
my life, I want beauty everywhere and I thought Morris wanted it.”
“But Morris evidently did.”
“Oh Elaine you’re howid, and I love you so much.”
Ellen got to her feet. “I’m going to run downstairs so that the
taximan wont ring the bell.”
“But you cant go like this.”
“You just watch me.” Ellen gathered up the bundle of books in one
hand and in the other carried the black leather dressingcase. “Look
Cassie will you be a dear and show him the trunk when he comes up
to get it.... And one other thing, when Stan Emery calls up tell him to
call me at the Brevoort or at the Lafayette. Thank goodness I didnt
deposit my money last week.... And Cassie if you find any little odds
and ends of mine around you just keep em.... Goodby.” She lifted her
veil and kissed Cassie quickly on the cheeks.
“Oh how can you be so bwave as to go away all alone like this....
You’ll let Wuth and me come down to see you wont you? We’re so
fond of you. Oh Elaine you’re going to have a wonderful career, I
know you are.”
“And promise not to tell Jojo where I am.... He’ll find out soon
enough anyway.... I’ll call him up in a week.”
She found the taxidriver in the hall looking at the names above
the pushbuttons. He went up to fetch her trunk. She settled herself
happily on the dusty buff seat of the taxi, taking deep breaths of the
riversmelling morning air. The taxidriver smiled roundly at her when
he had let the trunk slide off his back onto the dashboard.
“Pretty heavy, miss.”
“It’s a shame you had to carry it all alone.”
“Oh I kin carry heavier’n ’at.”
“I want to go to the Hotel Brevoort, Fifth Avenue at about Eighth
Street.”
When he leaned to crank the car the man pushed his hat back on
his head letting ruddy curly hair out over his eyes. “All right I’ll take
you anywhere you like,” he said as he hopped into his seat in the
jiggling car. When they turned down into the very empty sunlight of
Broadway a feeling of happiness began to sizzle and soar like
rockets inside her. The air beat fresh, thrilling in her face. The
taxidriver talked back at her through the open window.
“I thought yous was catchin a train to go away somewhere, miss.”
“Well I am going away somewhere.”
“It’d be a foine day to be goin away somewhere.”
 “I’m going away from my husband.” The words popped out of her
mouth before she could stop them.
“Did he trow you out?”
“No I cant say he did that,” she said laughing.
“My wife trun me out tree weeks ago.”
“How was that?”
“Locked de door when I came home one night an wouldnt let me
in. She’d had the lock changed when I was out workin.”
“That’s a funny thing to do.”
“She says I git slopped too often. I aint goin back to her an I aint
goin to support her no more.... She can put me in jail if she likes. I’m
troo. I’m gettin an apartment on Twentysecond Avenoo wid another
feller an we’re goin to git a pianer an live quiet an lay offen the
skoits.”
“Matrimony isnt much is it?”
“You said it. What leads up to it’s all right, but gettin married is
loike de mornin after.”
Fifth Avenue was white and empty and swept by a sparkling wind.
The trees in Madison Square were unexpectedly bright green like
ferns in a dun room. At the Brevoort a sleepy French nightporter
carried her baggage. In the low whitepainted room the sunlight
drowsed on a faded crimson armchair. Ellen ran about the room like
a small child kicking her heels and clapping her hands. With pursed
lips and tilted head she arranged her toilet things on the bureau.
Then she hung her yellow nightgown on a chair and undressed,
caught sight of herself in the mirror, stood naked looking at herself
with her hands on her tiny firm appleshaped breasts.
She pulled on her nightgown and went to the phone. “Please send
up a pot of chocolate and rolls to 108 ... as soon as you can please.”
Then she got into bed. She lay laughing with her legs stretched wide
in the cool slippery sheets.
 Hairpins were sticking into her head. She sat up and pulled them
all out and shook the heavy coil of her hair down about her
shoulders. She drew her knees up to her chin and sat thinking. From
the street she could hear the occasional rumble of a truck. In the
kitchens below her room a sound of clattering had begun. From all
around came a growing rumble of traffic beginning. She felt hungry
and alone. The bed was a raft on which she was marooned alone,
always alone, afloat on a growling ocean. A shudder went down her
spine. She drew her knees up closer to her chin.
III. Nine Day’s Wonder

T
he sun’s moved to Jersey, the sun’s
behind Hoboken.
Covers are clicking on typewriters, rolltop
desks are closing; elevators go up empty,
come down jammed. It’s ebbtide in the
downtown district, flood in Flatbush,
Woodlawn, Dyckman Street, Sheepshead
Bay, New Lots Avenue, Canarsie.
Pink sheets, green sheets, gray sheets,
FULL MARKET REPORTS, FINALS ON
HAVRE DE GRACE. Print squirms among
the shopworn officeworn sagging faces, sore
fingertips, aching insteps, strongarm men
cram into subway expresses. SENATORS 8,
GIANTS 2, DIVA RECOVERS PEARLS,
$800,000 ROBBERY.
It’s ebbtide on Wall Street, floodtide in the
Bronx.
The sun’s gone down in Jersey.

“G
odamighty,” shouted Phil Sandbourne and pounded with his
fist on the desk, “I don’t think so.... A man’s morals arent
anybody’s business. It’s his work that counts.”
“Well?”
“Well I think Stanford White has done more for the city of New
York that any other man living. Nobody knew there was such a thing
as architecture before he came.... And to have this Thaw shoot him
down in cold blood and then get away with it.... By gad if the people
of this town had the spirit of guineapigs they’d——”
 “Phil you’re getting all excited over nothing.” The other man took
his cigar out of his mouth and leaned back in his swivel chair and
yawned.
“Oh hell I want a vacation. Golly it’ll be good to get out in those
old Maine woods again.”
“What with Jew lawyers and Irish judges ...” spluttered Phil.
“Aw pull the chain, old man.”
“A fine specimen of a public-spirited citizen you are Hartly.”
Hartly laughed and rubbed the palm of his hand over his bald
head. “Oh that stuff’s all right in winter, but I cant go it in summer....
Hell all I live for is three weeks’ vacation anyway. What do I care if all
the architects in New York get bumped off as long as it dont raise the
price of commutation to New Rochelle.... Let’s go eat.” As they went
down in the elevator Phil went on talking: “The only other man I ever
knew who was really a born in the bone architect was ole Specker,
the feller I worked for when I first came north, a fine old Dane he was
too. Poor devil died o cancer two years ago. Man, he was an
architect. I got a set of plans and specifications home for what he
called a communal building.... Seventyfive stories high stepped back
in terraces with a sort of hanging garden on every floor, hotels,
theaters, Turkish baths, swimming pools, department stores, heating
plant, refrigerating and market space all in the same buildin.”
“Did he eat coke?”
“No siree he didnt.”
They were walking east along Thirtyfourth Street, sparse of
people in the sultry midday. “Gad,” burst out Phil Sandbourne,
suddenly. “The girls in this town get prettier every year. Like these
new fashions, do you?”
“Sure. All I wish is that I was gettin younger every year instead of
older.”
“Yes about all us old fellers can do is watch em go past.”
 “That’s fortunate for us or we’d have our wives out after us with
bloodhounds.... Man when I think of those mighthavebeens!”
As they crossed Fifth Avenue Phil caught sight of a girl in a
taxicab. From under the black brim of a little hat with a red cockade
in it two gray eyes flash green black into his. He swallowed his
breath. The traffic roars dwindled into distance. She shant take her
eyes away. Two steps and open the door and sit beside her, beside
her slenderness perched like a bird on the seat. Driver drive to beat
hell. Her lips are pouting towards him, her eyes flutter gray caught
birds. “Hay look out....” A pouncing iron rumble crashes down on him
from behind. Fifth Avenue spins in red blue purple spirals. O Kerist.
“That’s all right, let me be. I’ll get up myself in a minute.” “Move along
there. Git back there.” Braying voices, blue pillars of policemen. His
back, his legs are all warm gummy with blood. Fifth Avenue throbs
with loudening pain. A little bell jinglejangling nearer. As they lift him
into the ambulance Fifth Avenue shrieks to throttling agony and
bursts. He cranes his neck to see her, weakly, like a terrapin on its
back; didnt my eyes snap steel traps on her? He finds himself
whimpering. She might have stayed to see if I was killed. The
jinglejangling bell dwindles fainter, fainter into the night.

The burglaralarm across the street had rung on steadily. Jimmy’s

sleep had been strung on it in hard knobs like beads on a string.
Knocking woke him. He sat up in bed with a lurch and found Stan
Emery, his face gray with dust, his hands in the pockets of a red
leather coat, standing at the foot of the bed. He was laughing
swaying back and forth on the balls of his feet.
“Gosh what time is it?” Jimmy sat up in bed digging his knuckles
into his eyes. He yawned and looked about with bitter dislike, at the
wallpaper the dead green of Poland Water bottles, at the split green
shade that let in a long trickle of sunlight, at the marble fireplace
blocked up by an enameled tin plate painted with scaly roses, at the
frayed blue bathrobe on the foot of the bed, at the mashed cigarette-
butts in the mauve glass ashtray.
 Stan’s face was red and brown and laughing under the chalky
mask of dust. “Eleven thirty,” he was saying.
“Let’s see that’s six hours and a half. I guess that’ll do. But Stan
what the hell are you doing here?”
“You havent got a little nip of liquor anywhere have you Herf?
Dingo and I are extraordinarily thirsty. We came all the way from
Boston and only stopped once for gas and water. I havent been to
bed for two days. I want to see if I can last out the week.”
“Kerist I wish I could last out the week in bed.”
“What you need’s a job on a newspaper to keep you busy Herfy.”
“What’s going to happen to you Stan ...” Jimmy twisted himself
round so that he was sitting on the edge of the bed “... is that you’re
going to wake up one morning and find yourself on a marble slab at
the morgue.”
The bathroom smelled of other people’s toothpaste and of
chloride disinfectant. The bathmat was wet and Jimmy folded it into a
small square before he stepped gingerly out of his slippers. The cold
water set the blood jolting through him. He ducked his head under
and jumped out and stood shaking himself like a dog, the water
streaming into his eyes and ears. Then he put on his bathrobe and
lathered his face.
Flow river flow
Down to the sea,
he hummed off key as he scraped his chin with the safety-razor.
Mr. Grover I’m afraid I’m going to have to give up the job after next
week. Yes I’m going abroad; I’m going to do foreign correspondent
work for the A. P. To Mexico for the U. P. To Jericho more likely,
Halifax Correspondent of the Mudturtle Gazette. It was Christmas in
the harem and the eunuchs all were there.
... from the banks of the Seine
To the banks of the Saskatchewan.
He doused his face with listerine, bundled his toilet things into his
wet towel and smarting ran back up a flight of greencarpeted
cabbagy stairs and down the hall to his bedroom. Halfway he passed
the landlady dumpy in a mob cap who stopped her carpet sweeper
to give an icy look at his skinny bare legs under the blue bathrobe.
“Good morning Mrs. Maginnis.”
“It’s goin to be powerful hot today, Mr. Herf.”
“I guess it is all right.”
Stan was lying on the bed reading La Revolte des Anges. “Darn it,
I wish I knew some languages the way you do Herfy.”
“Oh I dont know any French any more. I forget em so much
quicker than I learn em.”
“By the way I’m fired from college.”
“How’s that?”
“Dean told me he thought it advisable I shouldnt come back next
year ... felt that there were other fields of activity where my activities
could be more actively active. You know the crap.”
“That’s a darn shame.”
“No it isnt; I’m tickled to death. I asked him why he hadnt fired me
before if he felt that way. Father’ll be sore as a crab ... but I’ve got
enough cash on me not to go home for a week. I dont give a damn
anyway. Honest havent you got any liquor?”
“Now Stan how’s a poor wageslave like myself going to have a
cellar on thirty dollars a week?”
“This is a pretty lousy room.... You ought to have been born a
capitalist like me.”
“Room’s not so bad.... What drives me crazy is that paranoiac
alarm across the street that rings all night.”
“That’s a burglar alarm isn’t it?”
“There cant be any burglars because the place is vacant. The
wires must get crossed or something. I dont know when it stopped
but it certainly drove me wild when I went to bed this morning.”
 “Now James Herf you dont mean me to infer that you come home
sober every night?”
“A man’d have to be deaf not to hear that damn thing, drunk or
sober.”
“Well in my capacity of bloated bondholder I want you to come out
and eat lunch. Do you realize that you’ve been playing round with
your toilet for exactly one hour by the clock?”
They went down the stairs that smelled of shavingsoap and then
of brasspolish and then of bacon and then of singed hair and then of
garbage and coalgas.
“You’re damn lucky Herfy, never to have gone to college.”
“Didnt I graduate from Columbia you big cheese, that’s more than
you could do?”
The sunlight swooped tingling in Jimmy’s face when he opened
the door.
“That doesnt count.”
“God I like sun,” cried Jimmy, “I wish it’d been real Colombia....”
“Do you mean Hail Columbia?”
“No I mean Bogota and the Orinoco and all that sort of thing.”
“I knew a darn good feller went down to Bogota. Had to drink
himself to death to escape dying of elephantiasis.”
“I’d be willing to risk elephantiasis and bubonic plague and
spotted fever to get out of this hole.”
“City of orgies walks and joys ...”
“Orgies nutten, as we say at a hun’an toitytoird street.... Do you
realize that I’ve lived all my life in this goddam town except four
years when I was little and that I was born here and that I’m likely to
die here?... I’ve a great mind to join the navy and see the world.”
“How do you like Dingo in her new coat of paint?”
“Pretty nifty, looks like a regular Mercedes under the dust.”
 “I wanted to paint her red like a fire engine, but the garageman
finally persuaded me to paint her blue like a cop.... Do you mind
going to Mouquin’s and having an absinthe cocktail.”
“Absinthe for breakfast.... Good Lord.”
They drove west along Twenty-third Street that shone with sheets
of reflected light off windows, oblong glints off delivery wagons,
figureeight-shaped flash of nickel fittings.
“How’s Ruth, Jimmy?”
“She’s all right. She hasnt got a job yet.”
“Look there’s a Daimlier.”
Jimmy grunted vaguely. As they turned up Sixth Avenue a
policeman stopped them.
“Your cut out,” he yelled.
“I’m on my way to the garage to get it fixed. Muffler’s coming off.”
“Better had.... Get a ticket another time.”
“Gee you get away with murder Stan ... in everything,” said
Jimmy. “I never can get away with a thing even if I am three years
older than you.”
“It’s a gift.”
The restaurant smelled merrily of fried potatoes and cocktails and
cigars and cocktails. It was hot and full of talking and sweaty faces.
“But Stan dont roll your eyes romantically when you ask about
Ruth and me.... We’re just very good friends.”
“Honestly I didnt mean anything, but I’m sorry to hear it all the
same. I think it’s terrible.”
“Ruth doesn’t care about anything but her acting. She’s so crazy
to succeed, she cuts out everything else.”
“Why the hell does everybody want to succeed? I’d like to meet
somebody who wanted to fail. That’s the only sublime thing.”
“It’s all right if you have a comfortable income.”
 “That’s all bunk.... Golly this is some cocktail. Herfy I think you’re
the only sensible person in this town. You have no ambitions.”
“How do you know I havent?”
“But what can you do with success when you get it? You cant eat
it or drink it. Of course I understand that people who havent enough
money to feed their faces and all that should scurry round and get it.
But success ...”
“The trouble with me is I cant decide what I want most, so my
motion is circular, helpless and confoundedly discouraging.”
“Oh but God decided that for you. You know all the time, but you
wont admit it to yourself.”
“I imagine what I want most is to get out of this town, preferably
first setting off a bomb under the Times Building.”
“Well why don’t you do it? It’s just one foot after another.”
“But you have to know which direction to step.”
“That’s the last thing that’s of any importance.”
“Then there’s money.”
“Why money’s the easiest thing in the world to get.”
“For the eldest son of Emery and Emery.”
“Now Herf it’s not fair to cast my father’s iniquities in my face. You
know I hate that stuff as much as you do.”
“I’m not blaming you Stan; you’re a damn lucky kid, that’s all. Of
course I’m lucky too, a hell of a lot luckier than most. My mother’s
leftover money supported me until I was twentytwo and I still have a
few hundreds stowed away for that famous rainy day, and my uncle,
curse his soul, gets me new jobs when I get fired.”
“Baa baa black sheep.”
“I guess I’m really afraid of my uncles and aunts.... You ought to
see my cousin James Merivale. Has done everything he was told all
his life and flourished like a green bay tree.... The perfect wise
virgin.”
“Ah guess youse one o dem dere foolish virgins.”
“Stan you’re feeling your liquor, you’re beginning to talk
niggertalk.”
“Baa baa.” Stan put down his napkin and leaned back laughing in
his throat.
The smell of absinthe sicklytingling grew up like the magician’s
rosebush out of Jimmy’s glass. He sipped it wrinkling his nose. “As a
moralist I protest,” he said. “Whee it’s amazing.”
“What I need is a whiskey and soda to settle those cocktails.”
“I’ll watch you. I’m a working man. I must be able to tell between
the news that’s fit and the news that’s not fit.... God I dont want to
start talking about that. It’s all so criminally silly.... I’ll say that this
cocktail sure does knock you for a loop.”
“You neednt think you’re going to do anything else but drink this
afternoon. There’s somebody I want to introduce you to.”
“And I was going to sit down righteously and write an article.”
“What’s that?”
“Oh a dodaddle called Confessions of a Cub Reporter.”
“Look is this Thursday?”
“Yare.”
“Then I know where she’ll be.”
“I’m going to light out of it all,” said Jimmy somberly, “and go to
Mexico and make my fortune.... I’m losing all the best part of my life
rotting in New York.”
“How’ll you make your fortune?”
“Oil, gold, highway robbery, anything so long as it’s not
newspaper work.”
“Baa baa black sheep baa baa.”
 “You quit baaing at me.”
“Let’s get the hell out of here and take Dingo to have her muffler
fastened.”
Jimmy stood waiting in the door of the reeking garage. The dusty
afternoon sunlight squirmed in bright worms of heat on his face and
hands. Brownstone, redbrick, asphalt flickering with red and green
letters of signs, with bits of paper in the gutter rotated in a slow haze
about him. Two carwashers talking behind him:
“Yep I was making good money until I went after that lousy broad.”
“I’ll say she’s a goodlooker, Charley. I should worry.... Dont make
no difference after the first week.”
Stan came up behind him and ran him along the street by the
shoulders. “Car wont be fixed until five o’clock. Let’s taxi.... Hotel
Lafayette,” he shouted at the driver and slapped Jimmy on the knee.
“Well Herfy old fossil, you know what the Governor of North Carolina
said to the Governor of South Carolina.”
“No.”
“It’s a long time between drinks.”
“Baa, baa,” Stan was bleating under his breath as they stormed
into the café. “Ellie here are the black sheep,” he shouted laughing.
His face froze suddenly stiff. Opposite Ellen at the table sat her
husband, one eyebrow lifted very high and the other almost merging
with the eyelashes. A teapot sat impudently between them.
“Hello Stan, sit down,” she said quietly. Then she continued
smiling into Oglethorpe’s face. “Isnt that wonderful Jojo?”
“Ellie this is Mr. Herf,” said Stan gruffly.
“Oh I’m so glad to meet you. I used to hear about you up at Mrs.
Sunderland’s.”
They were silent. Oglethorpe was tapping on the table with his
spoon. “Why heow deo you deo Mr. Herf,” he said with sudden
unction. “Dont you remember how we met?”
 “By the way how’s everything up there Jojo?”
“Just topping thanks. Cassahndrah’s beau has left her and there’s
been the most appalling scandal about that Costello creature. It
seems that she came home foxed the other night, to the ears my
deah, and tried to take the taxi driver into her room with her, and the
poor boy protesting all the time that all he wanted was his fare.... It
was appalling.”
Stan got stiffly to his feet and walked out.
The three of them sat without speaking. Jimmy tried to keep from
fidgeting in his chair. He was about to get up when something
velvetsoft in her eyes stopped him.
“Has Ruth got a job yet, Mr. Herf?” she asked.
“No she hasnt.”
“It’s the rottenest luck.”
“Oh it’s a darn shame. I know she can act. The trouble is she has
too much sense of humor to play up to managers and people.”
“Oh the stage is a nasty dirty game, isn’t it Jojo?”
“The nawstiest, my deah.”
Jimmy couldn’t keep his eyes off her; her small squarely shaped
hands, her neck molded with a gold sheen between the great coil of
coppery hair and the bright blue dress.
“Well my deah ...” Oglethorpe got to his feet.
“Jojo I’m going to sit here a little longer.”
Jimmy was staring at the thin triangles of patent leather that stuck
out from Oglethorpe’s pink buff spats. Cant be feet in them. He stood
up suddenly.
“Now Mr. Herf couldnt you keep me company for fifteen minutes?
I’ve got to leave here at six and I forgot to bring a book and I cant
walk in these shoes.”
 Jimmy blushed and sat down again stammering: “Why of course
I’d be delighted.... Suppose we drink something.”
“I’ll finish my tea, but why dont you have a gin fizz? I love to see
people drink gin fizzes. It makes me feel that I’m in the tropics sitting
in a jujube grove waiting for the riverboat to take us up some
ridiculous melodramatic river all set about with fevertrees.”
“Waiter I want a gin fizz please.”

Joe Harland had slumped down in his chair until his head rested
on his arms. Between his grimestiff hands his eyes followed uneasily
the lines in the marbletop table. The gutted lunchroom was silent
under the sparse glower of two bulbs hanging over the counter
where remained a few pies under a bellglass, and a man in a white
coat nodding on a tall stool. Now and then the eyes in his gray
doughy face flicked open and he grunted and looked about. At the
last table over were the hunched shoulders of men asleep, faces
crumpled like old newspapers pillowed on arms. Joe Harland sat up
straight and yawned. A woman blobby under a raincoat with a face
red and purplish streaked like rancid meat was asking for a cup of
coffee at the counter. Carrying the mug carefully between her two
hands she brought it over to the table and sat down opposite him.
Joe Harland let his head down onto his arms again.
“Hay yous how about a little soivice?” The woman’s voice shrilled
in Harland’s ears like the screech of chalk on a blackboard.
“Well what d’ye want?” snarled the man behind the counter. The
woman started sobbing. “He asts me what I want.... I aint used to
bein talked to brutal.”
“Well if there’s anythin you want you kin juss come an git it....
Soivice at this toime o night!”
Harland could smell her whiskey breath as she sobbed. He raised
his head and stared at her. She twisted her flabby mouth into a smile
and bobbed her head towards him.
 “Mister I aint accustomed to bein treated brutal. If my husband
was aloive he wouldn’t have the noive. Who’s the loikes o him to say
what toime o night a lady ought to have soivice, the little shriveled up
shrimp.” She threw back her head and laughed so that her hat fell off
backwards. “That’s what he is, a little shriveled up shrimp, insultin a
lady with his toime o night.”
Some strands of gray hair with traces of henna at the tips had
fallen down about her face. The man in the white coat walked over to
the table.
“Look here Mother McCree I’ll trow ye out o here if you raise any
more distoirbance.... What do you want?”
“A nickel’s woirt o doughnuts,” she sniveled with a sidelong leer at
Harland.
Joe Harland shoved his face into the hollow of his arm again and
tried to go to sleep. He heard the plate set down followed by her
toothless nibbling and an occasional sucking noise when she drank
the coffee. A new customer had come in and was talking across the
counter in a low growling voice.
“Mister, mister aint it terrible to want a drink?” He raised his head
again and found her eyes the blurred blue of watered milk looking
into his. “What ye goin to do now darlin?”
“God knows.”
“Virgin an Saints it’d be noice to have a bed an a pretty lace
shimmy and a noice feller loike you darlin ... mister.”
“Is that all?”
“Oh mister if my poor husband was aloive, he wouldn’t let em
treat me loike they do. I lost my husband on the General Slocum
might ha been yesterday.”
“He’s not so unlucky.”
“But he doid in his sin without a priest, darlin. It’s terrible to die in
yer sin ...”
“Oh hell I want to sleep.”
 Her voice went on in a faint monotonous screech setting his teeth
on edge. “The Saints has been agin me ever since I lost my husband
on the General Slocum. I aint been an honest woman.” ... She began
to sob again. “The Virgin and Saints an Martyrs is agin me,
everybody’s agin me.... Oh wont somebody treat me noice.”
“I want to sleep.... Cant you shut up?”
She stooped and fumbled for her hat on the floor. She sat sobbing
rubbing her swollen redgrimed knuckles into her eyes.
“Oh mister dont ye want to treat me noice?”
Joe Harland got to his feet breathing hard. “Goddam you cant you
shut up?” His voice broke into a whine. “Isnt there anywhere you can
get a little peace? There’s nowhere you can get any peace.” He
pulled his cap over his eyes, shoved his hands down into his pockets
and shambled out of the lunchroom. Over Chatham Square the sky
was brightening redviolet through the latticework of elevated tracks.
The lights were two rows of bright brass knobs up the empty Bowery.
A policeman passed swinging his nightstick. Joe Harland felt the
policeman’s eyes on him. He tried to walk fast and briskly as if he
were going somewhere on business.
“Well Miss Oglethorpe how do you like it?”
“Like what?”
“Oh you know ... being a nine days’ wonder.”
“Why I don’t know at all Mr. Goldweiser.”
“Women know everything but they wont let on.”
Ellen sits in a gown of nilegreen silk in a springy armchair at the
end of a long room jingling with talk and twinkle of chandeliers and
jewelry, dotted with the bright moving black of evening clothes and
silveredged colors of women’s dresses. The curve of Harry
Goldweiser’s nose merges directly into the curve of his bald
forehead, his big rump bulges over the edges of a triangular gilt
stool, his small brown eyes measure her face like antennæ as he
talks to her. A woman nearby smells of sandalwood. A woman with
orange lips and a chalk face under an orange turban passes talking
to a man with a pointed beard. A hawk-beaked woman with crimson
hair puts her hand on a man’s shoulder from behind. “Why how do
you do, Miss Cruikshank; it’s surprising isn’t it how everybody in the
world is always at the same place at the same time.” Ellen sits in the
armchair drowsily listening, coolness of powder on her face and
arms, fatness of rouge on her lips, her body just bathed fresh as a
violet under the silk dress, under the silk underclothes; she sits
dreamily, drowsily listening. A sudden twinge of men’s voices
knotting about her. She sits up cold white out of reach like a
lighthouse. Men’s hands crawl like bugs on the unbreakable glass.
Men’s looks blunder and flutter against it helpless as moths. But in
deep pitblackness inside something clangs like a fire engine.

George Baldwin stood beside the breakfast table with a copy of

the New York Times folded in his hand. “Now Cecily,” he was saying
“we must be sensible about these things.”
“Cant you see that I’m trying to be sensible?” she said in a jerking
snivelly voice. He stood looking at her without sitting down rolling a
corner of the paper between his finger and thumb. Mrs. Baldwin was
a tall woman with a mass of carefully curled chestnut hair piled on
top of her head. She sat before the silver coffeeservice fingering the
sugarbowl with mushroomwhite fingers that had very sharp pink
nails.
“George I cant stand it any more that’s all.” She pressed her
quaking lips hard together.
“But my dear you exaggerate....”
“How exaggerate?... It means our life has been a pack of lies.”
“But Cecily we’re fond of each other.”
“You married me for my social position, you know it.... I was fool
enough to fall in love with you. All right, It’s over.”
 “It’s not true. I really loved you. Dont you remember how terrible
you thought it was you couldnt really love me?”
“You brute to refer to that.... Oh it’s horrible!”
The maid came in from the pantry with bacon and eggs on a tray.
They sat silent looking at each other. The maid swished out of the
room and closed the door. Mrs. Baldwin put her forehead down on
the edge of the table and began to cry. Baldwin sat staring at the
headlines in the paper. Assassination of Archduke Will Have
Grave Consequences. Austrian Army Mobilized. He went over
and put his hand on her crisp hair.
“Poor old Cecily,” he said.
“Dont touch me.”
She ran out of the room with her handkerchief to her face. He sat
down, helped himself to bacon and eggs and toast and began to eat;
everything tasted like paper. He stopped eating to scribble a note on
a scratchpad he kept in his breast pocket behind his handkerchief:
See Collins vs. Arbuthnot, N.Y.S.C. Appel. Div.
The sound of a step in the hall outside caught his ear, the click of
a latch. The elevator had just gone down. He ran four flights down
the steps. Through the glass and wrought-iron doors of the vestibule
downstairs he caught sight of her on the curb, standing tall and stiff,
pulling on her gloves. He rushed out and took her by the hand just as
a taxi drove up. Sweat beaded on his forehead and was prickly
under his collar. He could see himself standing there with the napkin
ridiculous in his hand and the colored doorman grinning and saying,
“Good mornin, Mr. Baldwin, looks like it going to be a fine day.”
Gripping her hand tight, he said in a low voice through his teeth:
“Cecily there’s something I want to talk to you about. Wont you
wait a minute and we’ll go downtown together?... Wait about five
minutes please,” he said to the taxidriver. “We’ll be right down.”
Squeezing her wrist hard he walked back with her to the elevator.
When they stood in the hall of their own apartment, she suddenly
looked him straight in the face with dry blazing eyes.
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