Successful Marketing Practice: A Literature Review and Checklist for Marketing Practitioners

Abstract

Effective marketing is considered widely to be of critical, if not overwhelming importance to the achievement of competitive success. Organised around six key stages of the marketing process, a summarised review is therefore presented of the empirical research into successful marketing practice. Specifically, the aim is to provide the marketing practitioner with a “checklist” of all those marketing practices which have been found to be commonly associated with high‐performing companies, regardless of their type of business, size, or other strategic circumstances.

Citation

Brooksbank, R.W. (1991), "Successful Marketing Practice: A Literature Review and Checklist for Marketing Practitioners", European Journal of Marketing, Vol. 25 No. 5, pp. 20-29. https://doi.org/10.1108/EUM0000000000619