An Empirical Overview of Marketing by Retailing Organisations

Research info the way British companies utilise marketing has been largely restricted to manufacturing companies. Although the literature shows an accelerating interest in the marketing of services per se, surprisingly little research has been done to investigate the way British retailing organisations use marketing. This article presents and discusses the results of a recent survey that was designed to investigate the use of marketing by a sample of British retailers. The overall result is that while a large majoriry of the retailers studied claim that marketing is of major importance, analysis of their marketing behaviour suggests scope for improvement. These results are preceded by a discussion of the British retailing environment at the time of the survey.