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Profiling contemporary marketing practices in Bangladesh

Profiling contemporary marketing practices in Bangladesh Purpose – The purpose of this paper is to explore how different types of firms relate to their markets in terms of contemporary marketing practices (CMP) in an emerging country, Bangladesh. Additionally, the paper also examines the various marketing performance measures used by Bangladeshi firms. Design/methodology/approach – The CMP survey was used on 165 marketing managers chosen from a range of industrial sectors as a basis for data collection. Data were analyzed using cluster analysis and other descriptive statistics. Findings – The study found that a pluralistic marketing approach is predominant among the majority of the Bangladeshi firms, while few other firms also practise transactional marketing. Results also reveal that Bangladeshi firms apply a blend of performance indicators rather than relying on specific financial‐ or client‐based measures to evaluate business success. Research limitations/implications – The present study provides a benchmark for future studies on CMP in emerging/developing countries and inspires further research designed to deepen understanding about how marketing is practised in emerging markets and how they may differ from developed markets. Originality/value – Since very few studies have been conducted regarding CMP by incorporating both business‐to‐business and consumer goods/services firms for a specific country into an emerging market, this study adds a new dimension to the horizon of CMPs. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Asia Business Studies Emerald Publishing

Profiling contemporary marketing practices in Bangladesh

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1558-7894
DOI
10.1108/15587891111152320
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to explore how different types of firms relate to their markets in terms of contemporary marketing practices (CMP) in an emerging country, Bangladesh. Additionally, the paper also examines the various marketing performance measures used by Bangladeshi firms. Design/methodology/approach – The CMP survey was used on 165 marketing managers chosen from a range of industrial sectors as a basis for data collection. Data were analyzed using cluster analysis and other descriptive statistics. Findings – The study found that a pluralistic marketing approach is predominant among the majority of the Bangladeshi firms, while few other firms also practise transactional marketing. Results also reveal that Bangladeshi firms apply a blend of performance indicators rather than relying on specific financial‐ or client‐based measures to evaluate business success. Research limitations/implications – The present study provides a benchmark for future studies on CMP in emerging/developing countries and inspires further research designed to deepen understanding about how marketing is practised in emerging markets and how they may differ from developed markets. Originality/value – Since very few studies have been conducted regarding CMP by incorporating both business‐to‐business and consumer goods/services firms for a specific country into an emerging market, this study adds a new dimension to the horizon of CMPs.

Journal

Journal of Asia Business Studies – Emerald Publishing

Published: Jul 26, 2011

Keywords: Contemporary marketing practices; Transactional leadership; Relationship marketing; Emerging economy; Bangladesh

References

  • New strategies in emerging markets
    Arnold, D.J.; Quelch, J.A.
  • Contemporary marketing practices research program: a review of the first decade
    Brodie, R.J.; Coviello, N.E.; Winklhofer, H.
  • Is e‐marketing coming of age? An examination of the penetration of EM and firm performance
    Brodie, R.J.; Winklhofer, H.; Coviello, N.E.; Johnston, W.J.
  • When executives speak, we should listen and act differently
    Brown, S.W.