Contemporary Marketing Management: Under a Brazilian executive perspective
Luciana Faluba Damázio, João Luiz Soares, Helena Belintani Shigaki, Carlos Alberto Gonçalves
Contemporary Marketing Management: Under a Brazilian executive perspective - USA American Research Institute for Policy Development January 2023 - 105-119
Brazil has the seventh largest economy in the world, representing a lot in terms of generation of products and services for the domestic and world market alike. Given this economic context, the functions of marketing have become noticeable in their varied functional and strategic dimensions, which encourage the search for new approaches to it, as far as competition is concerned. Based on this supposition, the current article aims at proposing a novel theory concerning Contemporary Marketing Management, an empirical approach built on narratives of specialists. The present study adopted the qualitative approach as well as interpretation of narratives, collected in 16 semi-structured interviews with marketing executives working in large companies countrywide. In the data analysis, elements of Grounded Theory and Qualitative Content Analysis were utilised. The work was concluded with the identification of six constructs and their causal relations, which was coined as Marketing Contemporary Network. The examination of this network provides the management with an important contribution in the form of perceptual consensus map, which is useful when it comes to the adoption and allocation of the companies‘ resources in search of higher levels of maturity, best practices in marketing and competitiveness in this functional dimension, namely Contemporary Marketing.
2333-6080
Marketing strategy
Contemporary management
Marketing dynamics
Executives
Grounded theory
Contemporary Marketing Management: Under a Brazilian executive perspective - USA American Research Institute for Policy Development January 2023 - 105-119
Brazil has the seventh largest economy in the world, representing a lot in terms of generation of products and services for the domestic and world market alike. Given this economic context, the functions of marketing have become noticeable in their varied functional and strategic dimensions, which encourage the search for new approaches to it, as far as competition is concerned. Based on this supposition, the current article aims at proposing a novel theory concerning Contemporary Marketing Management, an empirical approach built on narratives of specialists. The present study adopted the qualitative approach as well as interpretation of narratives, collected in 16 semi-structured interviews with marketing executives working in large companies countrywide. In the data analysis, elements of Grounded Theory and Qualitative Content Analysis were utilised. The work was concluded with the identification of six constructs and their causal relations, which was coined as Marketing Contemporary Network. The examination of this network provides the management with an important contribution in the form of perceptual consensus map, which is useful when it comes to the adoption and allocation of the companies‘ resources in search of higher levels of maturity, best practices in marketing and competitiveness in this functional dimension, namely Contemporary Marketing.
2333-6080
Marketing strategy
Contemporary management
Marketing dynamics
Executives
Grounded theory