You can have the best product in the world, but if it's not what your customers want, or indeed if they don't know about it, you won't get very far. Smart marketing is often what differentiates the best in business, whether you're a consumer brand or B2B.
Measurements of marketing quality range from the subjective ("I just loved their latest social media campaign") to the reductionist ("sales are up, so they must be doing something right"). Rather than offer our two cents, Management Today asked businesses for their opinion: these rankings, based on data from our Britain's Most Admired Companies research, reveal what the UK's largest companies really think of their competitors.
For more information on the research and selection process, see Britain's Most Admired Companies 2018.
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