Marketing Organization in British Manufacturing Firms

Abstract

British manufacturers have lagged behind the United States in developing unified marketing organizations. This has occurred largely as a result of unique social and political circumstances and economic problems so vividly exemplified by the devaluation of the pound last November. Nevertheless, many developments have taken place since 1961, especially among firms considered to be market leaders. Many of these moves were reactions against the inroad of foreign (particularly American) competitors in the United Kingdom. Although British firms have made some adaptations in organizational form, they have essentially followed American directions and patterns, once again demonstrating the universality of the marketing concept.