ABSTRACT
A major study by the N.E.D.O. in the early 1980s found that lack of expertise in marketing was the single most disappointing cause of the lack of success of British companies in the international market in the previous two decades. A survey of 21 top US companies found that chief executives in those companies believed that marketing was the most important discipline in their company, and that they see it becoming more important in the future. Whether they come from a marketing background or not, they believe that the development and maintenance of an effective marketing organization is the major requirement for success in the ever-changing environment of today’s world economy.
