What are They Doing? A Study of Contemporary Marketing Practice in Ireland
Irish Journal of Management, Vol. 25, No. 1, pp. 125-136, 2004
10 Pages Posted: 21 Nov 2006
Marketing academics and practitioners have long grappled with the concept of what marketing is and more critically how is it practice. What can we, as academics, consider as contemporary marketing practice when marketing practitioners have such a large and developing toolbox of techniques and strategies available to them? Do we have a general understanding of what constitutes marketing practice as it prevails within business today. These and other questions have occupied marketers minds for many years with a dearth of empirical studies to support the myriad of views that pertain not only within academic circles but also within general business understanding of marketing. A critical study was undertaken in 2001 into contemporary marketing practice in five countries. The findings were published in the Journal of Marketing (Coviello et al., 2002), with a call for other academics to replicate this research in other countries so that a comprehensive and comparative study of world-wide marketing practice could emerge. To this end this paper reports the findings from the Irish study into contemporary marketing practice which was a replicate of the research carried out for the Journal of Marketing article.
Keywords: Marketing Practice, Information Technology, IT assimilation, practice and challenge of technology in marketing
JEL Classification: M31
Suggested Citation: Suggested Citation