Profiling contemporary marketing practices in Bangladesh

Ferdous, Ahmed Shahriar and Hossain, Shahid 2011, Profiling contemporary marketing practices in Bangladesh, Journal of Asia business studies, vol. 5, no. 2, pp. 161-171, doi: 10.1108/15587891111152320.

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Title Profiling contemporary marketing practices in Bangladesh
Author(s) Ferdous, Ahmed ShahriarORCID iD for Ferdous, Ahmed Shahriar
Hossain, Shahid
Journal name Journal of Asia business studies
Volume number 5
Issue number 2
Start page 161
End page 171
Total pages 11
Publisher Emerald Group Publishing
Place of publication Bingley, England
Publication date 2011
ISSN 1558-7894
Keyword(s) Contemporary marketing practices
Transactional leadership
Relationship marketing
Emerging economy
Summary 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 financialor
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.
Language eng
DOI 10.1108/15587891111152320
Field of Research 150504 Marketing Measurement
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2011, Emerald Group Publishing Limited
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Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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