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Successful Marketing Practice: A Literature Review and Checklist for Marketing Practitioners

Successful Marketing Practice: A Literature Review and Checklist for Marketing Practitioners Effective marketing is considered widely to be of critical, if not overwhelming importance to the achievement of competitive success. Organised around six key stages of the marketing process, a summarised review is therefore presented of the empirical research into successful marketing practice. Specifically, the aim is to provide the marketing practitioner with a “checklist” of all those marketing practices which have been found to be commonly associated with high‐performing companies, regardless of their type of business, size, or other strategic circumstances. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Successful Marketing Practice: A Literature Review and Checklist for Marketing Practitioners

Roger W. Brooksbank
European Journal of Marketing , Volume 25 (5): 10 – May 1, 1991
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Publisher
Emerald Publishing
Copyright
Copyright © 1991 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/EUM0000000000619
Publisher site
See Article on Publisher Site

Abstract

Effective marketing is considered widely to be of critical, if not overwhelming importance to the achievement of competitive success. Organised around six key stages of the marketing process, a summarised review is therefore presented of the empirical research into successful marketing practice. Specifically, the aim is to provide the marketing practitioner with a “checklist” of all those marketing practices which have been found to be commonly associated with high‐performing companies, regardless of their type of business, size, or other strategic circumstances.

Journal

European Journal of Marketing – Emerald Publishing

Published: May 1, 1991

Keywords: Competitiveness; Marketing process; Marketing information

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