“Internal” Marketing Information in Manufacturing Firms

There is an evident need for more detailed internal information in manufacturing firms. It must be accepted that even where the need is recognised by marketing staff, there will currently be difficulties in obtaining the needed information. This may be because of technical measurement problems and/or because of cultural views. However, until even surrogates for such information become available, marketing managers will be unable to market their organisation's distinctive competences because they will not even know what they are.