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Establishing the scope of marketing practice: insights from practitioners

Establishing the scope of marketing practice: insights from practitioners Purpose – Describing marketing practices is fundamental to understanding both the scope of marketing practice and the actual value it adds to the organization. This paper aims to clarify the reach of marketing practice and the nature of activities that marketers carry out. Design/methodology/approach – The study uses mixed methods, involving qualitative document analysis, qualitative interviews and a quantitative managerial survey. Findings – The findings reveal consistency in the views of academics and practitioners across the following disaggregated elements of practice: stakeholder and relationship marketing, customer analysis, marketing‐mix management/marketing planning, and the centrality of customers. However, when these themes are integrated into broader categories of practice, the activities are parceled and prioritized in different ways by the different data sources. Practical implications – The findings have implications for how marketing is practiced and taught and for the future research agenda. Originality/value – This study considers the functional practices within marketing and clarifies the scope of marketing practice. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Establishing the scope of marketing practice: insights from practitioners

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Publisher
Emerald Publishing
Copyright
Copyright © 2014 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/EJM-04-2011-0212
Publisher site
See Article on Publisher Site

Abstract

Purpose – Describing marketing practices is fundamental to understanding both the scope of marketing practice and the actual value it adds to the organization. This paper aims to clarify the reach of marketing practice and the nature of activities that marketers carry out. Design/methodology/approach – The study uses mixed methods, involving qualitative document analysis, qualitative interviews and a quantitative managerial survey. Findings – The findings reveal consistency in the views of academics and practitioners across the following disaggregated elements of practice: stakeholder and relationship marketing, customer analysis, marketing‐mix management/marketing planning, and the centrality of customers. However, when these themes are integrated into broader categories of practice, the activities are parceled and prioritized in different ways by the different data sources. Practical implications – The findings have implications for how marketing is practiced and taught and for the future research agenda. Originality/value – This study considers the functional practices within marketing and clarifies the scope of marketing practice.

Journal

European Journal of MarketingEmerald Publishing

Published: Feb 4, 2014

Keywords: Market orientation; Marketing management; Management practice; Marketing concept; Marketing practice

References