TY  - JOUR
AB  - This paper attempts to develop a typology of current approaches to
marketing in UK industry. It reports the results of a national postal
survey of over 1,000 UK chief marketing executives. Cluster analysis was
used on the survey data to isolate four distinct marketing approaches
which are current in UK industry. These are described as
“marketing philosophers”, “sales supporters,”
“departmental marketers” and “unsures”. Three of
these orientations suggest a natural progression from sales support
through departmental marketing to the adoption of marketing as a guiding
philosophy for the whole organisation. While it is recognised that this
kind of cross‐sectional analysis cannot be used to conclude that all
business moves through these stages towards marketing orientation, the
paper presents attitudinal, organisational and executional evidence to
suggest that this is a viable hypothesis.
VL  - 24
IS  - 9
SN  - 0309-0566
DO  - 10.1108/03090569010001637
UR  - https://doi.org/10.1108/03090569010001637
AU  - Hooley Graham J.
AU  - Lynch James E.
AU  - Shepherd Jenny
PY  - 1990
Y1  - 1990/01/01
TI  - The Marketing Concept: Putting the Theory into Practice
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 7
EP  - 24
Y2  - 2024/05/11
ER  -