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| Author: | Brooksbank, R. |
| Title: | Marketing in medium-sized manufacturing firms: the state-of-the-art in Britain, 1987-92 |
| Journal: | European Journal of Marketing
1999 : VOL. 33:1/2, p. 103-120 |
| Index terms: | POLICY MARKETING RESEARCH |
| Language: | eng |
| Abstract: | Many studies have highlighted the important role that marketing plays in contributing to a firm's competitive success. In most cases, however, research has focused on either large businesses, or, to a lesser extent, very small businesses, essentially ignoring the many "medium-sized" firms in between. Thus, this paper aims to assess, in quantitative terms, both the extent to which marketing has been adopted, and the rate of its adoption between 1987 and 1992 within UK medium-sized manufacturing firms. |
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