An enquiry into the theory and practice of marketing planning, with practical reference to chemical companies with head office in the N.E. of England

Abstract

The present work is primarily dealing with the results of a survey carried out in the Chemical Industry of the North East of England. The main object of the study was to assess the extent to which marketing concept has been accepted and implemented by this Industry. The examination of the companies was based on data collected through questionnaire, and covered the following points; 1. Estimation of the present situation. 2. Data required for establishing objectives and strategies 3. Strategies adopted. 4. Existence of written Marketing Plan. 5. Organization of the Marketing Department. 6. Attitudes expressed towards marketing statements. 7. Definition of the term "Marketing". Finally comparison of the present findings with results already available in the literature has shown that the Chemical companies of the N.E. of England follow the general trend towards marketing orientation which has been identified in most of the British Industries,