Marketing Objectives in UK and US Manufacturing Companies

Abstract

Focuses on the nature of marketing objectives and on facets of their time‐relatedness, flexibility and consistency. Compares the nature of the objectives as between domestic and export markets, and US and UK markets. Concludes that there is very little difference between UK and US markets, although the US organizations tend to have longer term objectives, which shows them in a more favourable light.

Citation

Shipley, D.D. (1985), "Marketing Objectives in UK and US Manufacturing Companies", European Journal of Marketing, Vol. 19 No. 3, pp. 48-56. https://doi.org/10.1108/EUM0000000004746