How Marketing can improve corporate performance
What is it about?
This paper summarizes the results from a large scale survey of companies in the UK. The approach to marketing within each company was correlated with corporate performance. The research found that those businesses that have marketing as the central corporate philosophy are more successful than those who consider it just another function of the business. This findings provide valuable guidance to firms in their approach to the marketing concept.
Why is it important?
The fact that a correlation was found between the corporate approach to marketing and the performance of the business is crucial. This work provides the evidence to firms that establishing the marketing concept as the central business philosophy is key to success. Strong leadership support is also crucial.
The following have contributed to this page: Ms Jenny E A Shepherd
In partnership with: