Marketing: Is It Leading or is It Following Consumers?
Rt. Hon. Roy Jenkins
(Founder of the Social Democratic Party)
90
Abstract
Roy Jenkins parallels the sphere of marketing with that of politics. A correct strategy, market research to enhance presentation and keep the company in the public's eye, and a limited number of major objectives are his ideas for running a successful business, but as in politics the “hunch” is just as important in marketing.
Keywords
Citation
Jenkins, R. (1986), "Marketing: Is It Leading or is It Following Consumers?", Marketing Intelligence & Planning, Vol. 4 No. 1, pp. 47-54. https://doi.org/10.1108/eb045724
Publisher
:MCB UP Ltd
Copyright © 1986, MCB UP Limited