Too much lip and not enough service

Abstract

BRITISH INDUSTRY still suffers from too little entrepreneurial marketing and from too much novice marketing and non‐marketing. The gaps in companies' performance—both in domestic and overseas markets—are startling and often downright alarming. Of how many British firms can it be said, as The Economist recently commented on Beechams' financial results, that the Beecham Group is a consistently good performer whose marketing skills show up in good times and bad, and whose diversifications have been well planned and successful? In contrast, how many other firms will flounder and fall in the years ahead because boards cannot get it into their heads that marketing, in the fullest sense of the word, is the name of the game; and that only outstanding marketing performance will lead to survival and growth?

Citation

(1972), "Too much lip and not enough service", Industrial Management, Vol. 72 No. 1, pp. 4-5. https://doi.org/10.1108/eb056150