A major survey into the marketing practices of higher and lowerperforming groups of UKbased mediumsized manufacturing companies isreviewed. Data were collected by means of a mail questionnaire surveytogether with a smaller number of personal interviews. The researchfindings are summarised in the form of a managers checklist with eachitem corresponding to a key marketing success factor foundto set apart the topperforming companies.
Marketing Intelligence & Planning – Emerald Publishing
Published: Feb 1, 1991
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