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Marketing and competitive performance: an empirical study

Peter Doyle (University of Warwick, Coventry, UK)
Veronica Wong (University of Warwick, Coventry, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 June 1998



Hypothesises that high performance companies have a defined mission which includes specification of their target markets and broad goals. Competitive advantage is founded on customer satisfaction, which in turn is built on a market‐led strategy, effective systems and committed and empowered staff. All these building blocks are influenced by a changing and increasingly competitive international environment. Influential government reports on industrial competitiveness have ignored the contribution of marketing. This is partly because academics themselves have not shown the link between marketing effectiveness and business performance. Explores the contribution of marketing within a broader model of the determinants of competitiveness using an empirical study.



Doyle, P. and Wong, V. (1998), "Marketing and competitive performance: an empirical study", European Journal of Marketing, Vol. 32 No. 5/6, pp. 514-535.




Copyright © 1998, MCB UP Limited

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