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.
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