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Marketing Health‐check!

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 February 1991

Abstract

A major survey into the marketing practices of higher and lower performing groups of UK‐based medium‐sized manufacturing companies is reviewed. Data were collected by means of a mail questionnaire survey together with a smaller number of personal interviews. The research findings are summarised in the form of a manager′s checklist; with each item corresponding to a “key marketing success factor” found to set apart the top‐performing companies.

Keywords

Citation

Brooksbank, R. (1991), "Marketing Health‐check!", Marketing Intelligence & Planning, Vol. 9 No. 2, pp. 4-7. https://doi.org/10.1108/EUM0000000001097

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited