How do you ‘market-ing’?: Exploring marketing practice in commercial organizations
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.26/38725 |
Resumo: | Marketing practice has to do with how practitioners carry out marketing activities, mostly in the context of business. Currently, the marketing discipline faces a gap between practice and theory, which has generated confusion amongst practitioners on the role and functions of marketing. Additionally, marketing has been disproportionately practised at a tactical level, which contributes to the field losing its place in strategic planning and decision-making. Considering these problems and given the lack of studies that address how marketing is being practised by commercial organizations, the main purpose of this study has been to develop an understanding of the role that marketing plays in organizations, the way it is structured and what functions are attributed to it. This research builds on empirical data collected mainly through interviews to marketing decision-makers in commercial organizations. Three main findings were revealed by this research: market orientation is the unifying idea of the role of marketing, the marketing structure goes beyond a department, and marketing functions skew towards communication. At a theoretical level, this study adds to the current literature by presenting the relevance of market orientation, expanding the notion of structural marketing, and confirming that currently marketing skews towards communication, raising relevant questions of its’ impact. At a practical and managerial level, this research contributes to the understanding of how marketing is practised. It may help marketing practitioners and decision-makers to reflect on the role, structure, and functions of marketing in their organizations. |
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How do you ‘market-ing’?: Exploring marketing practice in commercial organizationsMarketingCommercial organizationsDomínio/Área Científica::Ciências Sociais::Economia e GestãoMarketing practice has to do with how practitioners carry out marketing activities, mostly in the context of business. Currently, the marketing discipline faces a gap between practice and theory, which has generated confusion amongst practitioners on the role and functions of marketing. Additionally, marketing has been disproportionately practised at a tactical level, which contributes to the field losing its place in strategic planning and decision-making. Considering these problems and given the lack of studies that address how marketing is being practised by commercial organizations, the main purpose of this study has been to develop an understanding of the role that marketing plays in organizations, the way it is structured and what functions are attributed to it. This research builds on empirical data collected mainly through interviews to marketing decision-makers in commercial organizations. Three main findings were revealed by this research: market orientation is the unifying idea of the role of marketing, the marketing structure goes beyond a department, and marketing functions skew towards communication. At a theoretical level, this study adds to the current literature by presenting the relevance of market orientation, expanding the notion of structural marketing, and confirming that currently marketing skews towards communication, raising relevant questions of its’ impact. At a practical and managerial level, this research contributes to the understanding of how marketing is practised. It may help marketing practitioners and decision-makers to reflect on the role, structure, and functions of marketing in their organizations.Santos, FernandoRepositório ComumMagalhães, Miguel Ângelo Alves2022-01-07T15:33:57Z2021-09-28T00:00:00Z2021-09-28T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.26/38725202838030enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2022-09-05T15:25:08Zoai:comum.rcaap.pt:10400.26/38725Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:14:43.078984Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
How do you ‘market-ing’?: Exploring marketing practice in commercial organizations |
title |
How do you ‘market-ing’?: Exploring marketing practice in commercial organizations |
spellingShingle |
How do you ‘market-ing’?: Exploring marketing practice in commercial organizations Magalhães, Miguel Ângelo Alves Marketing Commercial organizations Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
How do you ‘market-ing’?: Exploring marketing practice in commercial organizations |
title_full |
How do you ‘market-ing’?: Exploring marketing practice in commercial organizations |
title_fullStr |
How do you ‘market-ing’?: Exploring marketing practice in commercial organizations |
title_full_unstemmed |
How do you ‘market-ing’?: Exploring marketing practice in commercial organizations |
title_sort |
How do you ‘market-ing’?: Exploring marketing practice in commercial organizations |
author |
Magalhães, Miguel Ângelo Alves |
author_facet |
Magalhães, Miguel Ângelo Alves |
author_role |
author |
dc.contributor.none.fl_str_mv |
Santos, Fernando Repositório Comum |
dc.contributor.author.fl_str_mv |
Magalhães, Miguel Ângelo Alves |
dc.subject.por.fl_str_mv |
Marketing Commercial organizations Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Marketing Commercial organizations Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Marketing practice has to do with how practitioners carry out marketing activities, mostly in the context of business. Currently, the marketing discipline faces a gap between practice and theory, which has generated confusion amongst practitioners on the role and functions of marketing. Additionally, marketing has been disproportionately practised at a tactical level, which contributes to the field losing its place in strategic planning and decision-making. Considering these problems and given the lack of studies that address how marketing is being practised by commercial organizations, the main purpose of this study has been to develop an understanding of the role that marketing plays in organizations, the way it is structured and what functions are attributed to it. This research builds on empirical data collected mainly through interviews to marketing decision-makers in commercial organizations. Three main findings were revealed by this research: market orientation is the unifying idea of the role of marketing, the marketing structure goes beyond a department, and marketing functions skew towards communication. At a theoretical level, this study adds to the current literature by presenting the relevance of market orientation, expanding the notion of structural marketing, and confirming that currently marketing skews towards communication, raising relevant questions of its’ impact. At a practical and managerial level, this research contributes to the understanding of how marketing is practised. It may help marketing practitioners and decision-makers to reflect on the role, structure, and functions of marketing in their organizations. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-09-28T00:00:00Z 2021-09-28T00:00:00Z 2022-01-07T15:33:57Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.26/38725 202838030 |
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http://hdl.handle.net/10400.26/38725 |
identifier_str_mv |
202838030 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799130012866052096 |