Marketing lessons from the UK's high‐flying companies

Abstract

This article presents the results of a comprehensive investigation into the practice and effectiveness of marketing in the UK, and provides an overview of the state of the marketing art in the UK. The survey compares and contrasts the marketing practice of the best performing companies in the sample, the “high‐fliers”, against the remainder of the sample, the “also rans”, in order to isolate the special marketing characteristics of an organisation which outperforms its rivals in a competitive marketplace. The authors have identified the “high‐flier” characteristics and summarised them in a six point plan for marketing excellence.