BOOK REVIEWS 55 •vritten by the same authors and published in 1967 by the same publishing house*. "Polishes" gives a general impression of having been much more carefully written than "Synthetic Detergents" and, apart from one or two minor spelling and gram- •natical errors, the only obvious factual mistake is on page 106, where in a discussion on particle size in disperse systems, the authors have their units muddled. There is an excellent chapter (2) dealing with natural and synthetic waxes and wax-like substances, and chapters 3 and 4 cover in an equally comprehensive manner the other raw materials used in polishes. I doubt whether any hospital bacteriologist will share the authors' enthusiasm for the general disinfectant properties of polishes containing pine oil (pp. 81-82) and they may also care to note that E. 7•yphosa went out many years ago as the name of the causative organism of typhoid fever. Subsequent chapters covering formulation, manufacture and analytical control contain a wealth of practical detail, and must surely be of great value to workers in the polishes industry. Raw materials specifications, formulae, etc., are mostly presented in the form of tables (55 in all) and, although much of this material has been culled from official and semi-official books of standards, manufacturers leaflets, etc., it will probably represent a great convenience to have this information in one volume. B. COOK. THE PRACTICAL APPROACH TO MARKETING MAN- AGEMENT. S. Morse. Pp. 256+Ill. (1967). McGraw-Hill, London. •2.60 (52s). Basically an excellent book serving as a reference book for the practising marketing man and a text book for the beginner. Some areas are perhaps treated somewhat skimpily but then full reference is made to volumes which deal specifically with individual areas. Under the heading "The Uses of Marketing Research", p. 48, Mr. Morse gives a list of some facts that a good marketing research department should be able to produce. No. 2 in the list is "What is our share of the present market? (resulting from knowledge of our sales by period and by product in volume and value)". Mr. Morse does not add that it is also important to know the current size of the market itself to determine the product share. In p. 78, second paragraph, as part of a general discussion on the use of Method Effectiveness Analysis, Mr. Morse states "that this kind of method effectiveness analysis is ignored is shown by the continued use of large sales forces to visit retailers in the food industry, despite the fact that central buying organisations now carry most of the buying power". One can only conclude from this statement that Mr. Morse has never been intimate- ly involved in selling to retailers in the food industry. Most large manufacturers realise the savings potential in the centralisation of buying. That this saving is still an unrealiscd potential is because the internal communications and management within many of the organisations practising central buying is so poor that special [*J. i9 756 (1968)•.

JOURNAL OF THE SOCIETY OF COSMETIC CHEMISTS promotions, new products, packs, etc., sold in centrally for featuring at a specific time at retail level just do not filter through. Without salesmen actually calling at the retail end of symbols, co-ops, multiples, etc., new products and the like would just not appear in time for scheduled advertising or promotion. The representative calling also has a selling job in terms of space allocation, retailer enthusiasm, etc., to ensure acceptance for those lines sold in at the buying office. In summary, centralisation of buying in without adequate control over the 'selling out' means that manufacturers have to perform part of the retailer's function for him, hence the large sales forces, or perish in the competitive battle. On Page 98 in a discussion on sales forecasting Mr. Morse explains the use of the term 'straight line projection' as follows:- "Straight line projection makes the assumption that, by taking the direction shown by existing information given on a graph the future is projected as a straight line. Thus it assumes that existing information can be projected as a series either arithmetically or geometrically." Geometrical projection, of course, takes us out of a straight line into curves, exponential, parabolic, gompertz, etc. M. G. PITT-BAILEY. SOLUBILIZATION BY SURFACE-ACTIVE AGENTS. P.H. Elworthy, A. T. Florence and C. B. Macfarlane. Pp. 335 q- Ill. (1,068). Chapman © Hall, London. oe3.15 (63s). The preface of this book purports to provide a monograph on this subject. This purpose has been achieved fairly successfully by a combination of brief under- lying theory, a number of more factual chapters cataloguing the results of original publications and detailed guides to further reading in the form of comprehensive reference lists. The difficulty with a subject like this is the great complexity and range of materials and systems covered. Although there is a considerable body of coherent theory, this still does not allow of a sufficiently generalized treatment to be universally applied. Nevertheless an earnest and, to a considerable degree, successful attempt has been made to build this volume around the established theoretical structure of the subject. The first two chapters deal respectively with micellisation and solubilization and outline the theory underlying these phenomena in a very readable way, with constant reference to the original literature from which these ideas arise. Chapter 6, which deals with the biological aspects of solubilization, contains a great deal of theoretical foundation set around various physiological and biochemical processes. Notably these include the micellization of phospholipids, the effect of solubilization of cell membranes, the solubilization of cholesterol, modes of drug action and fat utili- sation. Although the detailed facts alone, in this chapter, are of limited interest to the formulation chemist in the fields of cosmetics and toiletries they do serve as a fairly cohesive illustration of the physico-chemical principles underlying this subject. For this reason this chapter could be considered as an extension of the first two iu the book but spreading a little more into the applied field. It may have been better to place it third in order after the first two chapters, thus leaving the whole of the latter part of the book for the more detailed and individual considerations of formulation aspects. The applied section of the book is devoted to two chapters on pharmaceutical for-