Constraints on Marketing Performance

Abstract

Most readers will be aware that in the last two decades or so the marketing performance of UK and US manufacturers has been less satisfactory than that of manufacturers in other advanced countries. Indeed, during that time both countries' shares in the world trade in manufactured goods accounted for by the major industrial nations have fallen alarmingly. The rate of import penetration of both countries has markedly exceeded their export growth rates. The problems are more acute in the UK than in the US but, in the absence of dramatic improvement, the long‐term prospects for both nations are daunting.