The use of benchmarking to enhance marketing decision making

Abstract

Considers benchmarking to be an important decision making tool for marketing executives. Describes the value of benchmarking to marketers in improving decision making with respect to the “Four Ps”. Outlines steps for implementing such a program.

Citation

Gable, M., Fairhurst, A. and Dickinson, R. (1993), "The use of benchmarking to enhance marketing decision making", Journal of Consumer Marketing, Vol. 10 No. 1, pp. 52-60. https://doi.org/10.1108/07363769310026575