Deakin University
Browse

File(s) under permanent embargo

Profiling contemporary marketing practices in Bangladesh

journal contribution
posted on 2011-01-01, 00:00 authored by Ahmed FerdousAhmed Ferdous, S Hossain
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.

History

Journal

Journal of Asia business studies

Volume

5

Issue

2

Pagination

161 - 171

Publisher

Emerald Group Publishing

Location

Bingley, England

ISSN

1558-7894

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2011, Emerald Group Publishing Limited

Usage metrics

    Research Publications

    Categories

    No categories selected

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC