Rafiq, Mohammed; Pallett, Richard A. - In: Journal of Marketing Practice: Applied Marketing Science 2 (1996) 4, pp. 13-35
Based on a survey of 205 CEOs in the UK engineering industry, demonstrates that engineering companies have made a small, but progressive, move towards implementing a marketing orientation philosophy, but need to do much more if they are to be internationally competitive. In the survey 40 per...