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Marketing in Europe: the Performance of British Companies

In: International Marketing and Purchasing

Author

Listed:
  • Peter W. Turnbull
  • Malcolm T. Cunningham

Abstract

It has been stressed in the first chapter that effective marketing and purchasing are central to the profitable growth and development of any company. Furthermore, it is equally important at national level that companies should be actively pursuing and obtaining business in world markets. There can be no doubt that Britain has enjoyed in the past a very strong reputation for the quality of product technology throughout the world. However, it is equally clear that, in recent years, Britain’s export performance has been the subject of criticism and of Government concern. The focus of much of the criticism has been on certain aspects of performance, such as deficiencies in product quality and delivery reliability. This has assumed even greater significance since Britain joined the EEC and British suppliers have been faced with increasing competition from other European countries.

Suggested Citation

  • Peter W. Turnbull & Malcolm T. Cunningham, 1981. "Marketing in Europe: the Performance of British Companies," Palgrave Macmillan Books, in: Peter W. Turnbull & Malcolm T. Cunningham (ed.), International Marketing and Purchasing, chapter 2, pages 19-57, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-05475-6_2
    DOI: 10.1007/978-1-349-05475-6_2
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