Strategic marketing in action: A comparison of higher and lower performing manufacturing firms in the UK

Authors: Brooksbank, Roger; Taylor, David

Source: Marketing Intelligence & Planning, Volume 25, Number 1, 2007 , pp. 31-44(14)

Publisher: Emerald Group Publishing Limited

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Abstract:

Purpose - To contrast the role and practical application of strategic marketing in higher and lower-performing firms. Design/methodology/approach - In-depth personal interviews with senior marketing executives in three matched high/low performing manufacturing firms in the UK were recorded, transcribed and analysed. The interview agenda was derived from the authors' own previous research studies, plus precedents in the literature. Findings - These are structured around four key strategic marketing activities previously found to be characteristic of higher performing firms. They clearly show that such companies implement them with a far greater degree of skill, sophistication and ingenuity than do their lower performing counterparts. Above all, for the higher performers, strategic marketing is a truly cross-functional activity. Research limitations/implications - The methodology of this study indicates a fruitful approach to further research aimed at extending and refining the findings and recommendations, though details requiring methodological attention are identified. Originality/value - As an aid to marketing practitioners and educators alike, these findings and conclusions identify and describes a number of specific, applicable characteristics of successful strategic marketing.

Keywords: Business performance; Competitive advantage; Marketing strategy; United Kingdom

Document Type: Research article

DOI: http://dx.doi.org/10.1108/02634500710722380

Publication date: 2007-02-13

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