ABSTRACT
Research into the way British companies utilise mar/ceting has been largely restricted to manufacturing companies. Although the literature shows an accelerating interest in the mar/ceting of services per se, surprisingly lillie research has been done to investigate the way British retailing organisations use mar/ceting. This article presents and discusses the results of a recent survey that was designed to investigate the use of mar/ceting by a sample of British retailers. The overall result is that while a large majority of the retailers studied claim that mar/ceting is of major importance, analysis of their mar/ceting behaviour suggests scope for improvement. These results are preceded by a discussion of the British retailing environment at the time of the survey.
