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| Author: | Brooksbank, R. W. |
| Title: | Successful marketing practice : a literature review and checklist for marketing practitioners. |
| Journal: | European Journal of Marketing
1991 : VOL. 25:5, p. 20-29 |
| Index terms: | MARKETING MARKETING LITERATURE COMPETITIVENESS |
| Language: | eng |
| Abstract: | Effective marketing is considered by businessmen to be of critical importance to the achievement of competitive success. Therefore a summarized review of the empirically based books and articles is presented on the subject of successful marketing practice with the aim to provide the marketing prctitioner with a "checklist" of marketing practices associated with high-performing companies. Findings related to marketing philosophy, to a situation analysis, to setting marketing objectives, to marketing strategies, to marketing organisation, and to marketing control are discussed. Empirical evidence demonstrates that successful companies have a greater knowledge of tools and techniques and a greater expertise in their application. |
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