Establishing the scope of marketing practice: Insights from practitioners

Sally Dibb, Cláudia Simões, Robin Wensley

Research output: Contribution to journalArticlepeer-review

15 Citations (Scopus)
166 Downloads (Pure)


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.

Original languageEnglish
Pages (from-to)380-404
Number of pages25
JournalEuropean Journal of Marketing
Issue number1
Publication statusPublished - 2014
Externally publishedYes


  • Management practice
  • Market orientation
  • Marketing concept
  • Marketing management
  • Marketing practice

ASJC Scopus subject areas

  • Marketing


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