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Establishing the scope of marketing practice : insights from practitioners
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Dibb, Sally, Simões, Cláudia and Wensley, Robin (2014) Establishing the scope of marketing practice : insights from practitioners. European Journal of Marketing, Volume 48 (Number 1/2). pp. 380-404. doi:10.1108/EJM-04-2011-0212 ISSN 0309-0566.
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Official URL: http://dx.doi.org/10.1108/EJM-04-2011-0212
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
| Item Type: | Journal Article | ||||
|---|---|---|---|---|---|
| Divisions: | Faculty of Social Sciences > Warwick Business School | ||||
| Journal or Publication Title: | European Journal of Marketing | ||||
| Publisher: | Emerald Group Publishing Ltd. | ||||
| ISSN: | 0309-0566 | ||||
| Official Date: | 2014 | ||||
| Dates: |
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| Volume: | Volume 48 | ||||
| Number: | Number 1/2 | ||||
| Page Range: | pp. 380-404 | ||||
| DOI: | 10.1108/EJM-04-2011-0212 | ||||
| Status: | Peer Reviewed | ||||
| Publication Status: | Published | ||||
| Access rights to Published version: | Restricted or Subscription Access |
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