TY  - JOUR
AB  - 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.
VL  - 25
IS  - 5
SN  - 0309-0566
DO  - 10.1108/EUM0000000000619
UR  - https://doi.org/10.1108/EUM0000000000619
AU  - Brooksbank Roger W.
PY  - 1991
Y1  - 1991/01/01
TI  - Successful Marketing Practice: A Literature Review and
Checklist for Marketing Practitioners
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 20
EP  - 29
Y2  - 2024/04/24
ER  -