부산대학교 도서관

This paper reports a survey undertaken to examine the state of marketing today. Its principal objective was to determine whether companies with a strong marketing orientation performed better than companies undertaking little or no marketing activity. It considers (I) the current level of usage of marketing research in the UK with particular reference to differences in practice between the various product sectors (2) the types of research currently being conducted in the UK (3) expenditure levels and (4) the association between the use of marketing research and company performance. [ABSTRACT FROM AUTHOR]