Marketing Health‐check!

Abstract

A major survey into the marketing practices of higher and lower performing groups of UK‐based medium‐sized manufacturing companies is reviewed. Data were collected by means of a mail questionnaire survey together with a smaller number of personal interviews. The research findings are summarised in the form of a manager′s checklist; with each item corresponding to a “key marketing success factor” found to set apart the top‐performing companies.

Citation

Brooksbank, R. (1991), "Marketing Health‐check!", Marketing Intelligence & Planning, Vol. 9 No. 2, pp. 4-7. https://doi.org/10.1108/EUM0000000001097