Abstract
The main objective of this article is to establish whether the top industrial companies in South Africa have become marketing orientated during the last ten years or so. A study was undertaken amongst 44 of the top hundred companies in South Africa during 1983. The study found that South African industrial companies certainly have become more marketing orientated. The 'average' Industrial company has a marketing department. It's marketing executive sits on the board of directors. He/she has a bachelors degree and over ten years experience. He/she has a limited financial role in the organization but has a large production planning role. He/she normally has the sales executive reporting to him. The most important tasks of the marketing function are advertising, public relations, pricing and selling.
Highlights
Industrial Companies in South Africa are still production orientated
'Unlike many consumer goods companies, many industrial firms have not developed the strong marketing skills that form the foundation for effective strategic thinking and planning.' The main objective of this article is to find out whether the top industrial companies in South Africa have become marketing orientated during the last decade or so
The noted management consultant Charles Ames observed that four key dimensions were necessary in applying the marketing concept to industrial companies
Summary
Provided in Cooperation with: University of Stellenbosch Business School (USB), Bellville, South Africa. The main objective of this article is to establish whether the top industrial companies in South Africa have become marketing orientated during the last ten years or so. A study was undertaken amongst 44 of the top hundred companies in South Africa during 1983. The study found that South African industrial companies certainly have become more marketing orientated. Die hoofdoelstelling van hierdie artikel is om vas te stel of belangrike industriele maatskappye in Suid-Afrika meer markbewus geword het oor die laaste dekade of meer. Hierdie studie behels 'n opname binne 44 van die top honderd industriele maatskappye in Suid-Afrika gedurende 1983. Die studie het gevind dat Suid-Afrikaanse industriele maatskappye beslis meer markbewus geword het. R. Abratt Gr_aduate School of Business Administration, University of the Wttwatersrand, P.O. Box 31170, Braamfontein 2017, Republic of South Africa
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