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Volume 10, Issue 1
1 January 1993
Journal of Consumer Marketing Cover Image for Volume 10, Issue 1
Research Article| January 01 1993

The use of benchmarking to enhance marketing decision making Available to Purchase

Myron Gable;
Myron Gable
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Ann Fairhurst;
Ann Fairhurst
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Roger Dickinson
Roger Dickinson
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2052-1200
Print ISSN: 0736-3761
© MCB UP Limited
1993
Journal of Consumer Marketing (1993) 10 (1): 52–60.
https://doi.org/10.1108/07363769310026575

Considers benchmarking to be an important decision making tool for marketing executives. Describes the value of benchmarking to marketers in improving decision making with respect to the “Four Ps”. Outlines steps for implementing such a program.

Keywords:
Benchmarking, Marketing mix
This content is only available via PDF.
© MCB UP Limited
1993
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