An Overview of Marketing Planning in UK Manufacturing Companies

Abstract

Examines a programme of research into marketing planning in UK manufacturing companies containing results of the first stage of fieldwork. Aims to get an initial and broad understanding of the approach that firms take in the planning of their marketing function. Investigates questions and issues in the second stage of the research, which will be reported at a later date. Reports results of this first stage which, it is reported, are considered to be a useful contribution to marketing planning. States that results are reported in five sections and presents these. Uses a postal questionnaire from summer 1980, of which 80 firms sent a response, giving the structure using a table to show this. Classifies respondents by size using the criteria of both sales turnover and number of employees. Further, the sample was classified by the job function of the employee in the company who completed the questionnaire.

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