Sales Executive, Sales Manager and Marketing Director in the U.K. His main

This article examines „textbook ‟ strategic marketing in New Zealand companies employing 20 or more employees; both its contribution to competitive success and its overall adoption levels. Data were collected by means of a large-scale mail survey and 10 hypotheses were tested empirically. The results serve to confirm that the basic strategic marketing practices which are typically advocated in the mainstream empirical and prescriptive literature have a key role to play in the success of New Zealand companies. However, they also indicate that there is scope for New Zealand companies to improve both the quantity and quality of their strategic marketing