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.
MCB UP Ltd
Copyright © 1991, MCB UP Limited