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Marketing and Company Performance: An Examination of Medium Sized Manufacturing Firms in Britain

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  • Brooksbank, Roger
  • Kirby, David A
  • Wright, Gillian

Abstract

In recent years several studies have pointed to the importance of marketing to company performance and considerable emphasis has been placed, in Britain, on improving the marketing performance of small and medium-sized enterprises. Based on a mail survey of 231 medium sized manufacturing firms in the U.K., and in-depth interviews with the Chief Marketing Executive of a sub-sample of 20 firms, the study confirms that the most successful companies are those which are marketing orientated. Nevertheless, several traditional tenets of marketing are questioned by the findings and it would seem that the traditional marketing model, as developed for large companies, is neither entirely necessary nor applicable for the smaller firm. Copyright 1992 by Kluwer Academic Publishers

Suggested Citation

  • Brooksbank, Roger & Kirby, David A & Wright, Gillian, 1992. "Marketing and Company Performance: An Examination of Medium Sized Manufacturing Firms in Britain," Small Business Economics, Springer, vol. 4(3), pages 221-236, September.
    • Handle: RePEc:kap:sbusec:v:4:y:1992:i:3:p:221-36
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    Cited by:

    1. Siu, Wai-sum, 2008. "Yuan and marketing: The perception of Chinese owner-managers," Journal of World Business, Elsevier, vol. 43(4), pages 449-462, October.
    2. John Mutenyo & Margaret Banga & John Bbale Mayanja & Rose Nakimu & Ruth Nsibirano & Dorothy Massa & Lawrence Kalyowa, 2023. "Determinants of Enterprise Performance in Uganda’s Tourism Sector: Does Gender Matter?," International Journal of Business and Management, Canadian Center of Science and Education, vol. 16(10), pages 1-63, February.
    3. Ana Isabel Polo-Peña & Dolores Maria Frías-Jamilena & Miguel Ángel Rodríguez-Molina, 2012. "Marketing practices in the Spanish rural tourism sector and their contribution to business outcomes," Entrepreneurship & Regional Development, Taylor & Francis Journals, vol. 24(7-8), pages 503-521, September.
    4. Tweneboah Senzu, Emmanuel & Ndebugri, Haruna, 2018. "Examining business performance of micro, small and medium scale enterprise through accounting records keeping; case study in Ghana," MPRA Paper 84022, University Library of Munich, Germany.
    5. Rohit Yadav & Tripti Mahara, 2018. "An exploratory study to investigate value chain of Saharanpur wooden carving handicraft cluster," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 9(1), pages 147-154, February.

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