Do articles on marketing contribute to international businesses? Sivas province practice with a qualitative study

Mualla Akcadag ()
Additional contact information
Mualla Akcadag: Sivas Cumhuriyet University / Turkey

Journal of Original Studies, 2023, vol. 4, issue 1, 47-58

Abstract: While some marketing research is done with the intention of benefiting customers and industry professionals, other research is done with the intention of benefiting companies. The purpose of this study is to ascertain how marketing studies are rated in terms of enterprises. According to this perspective, the study was conducted using the strategy of interviewing 8 of the multinational marketing companies in the province of Sivas using publications on marketing. The data were collected using the purposeful sampling method. A semi-structured questionnaire was applied to 8 business managers who participated in the research and carried out international marketing activities. Based on the data analyzed according to content analysis, which is one of the qualitative research methods, categorization was made under three themes: benefiting/not benefiting from the articles while planning marketing activities, determining which activities the articles were used for, and domestic/foreign article preferences. As a result of the study, it was understood that four of the companies benefited from the articles on marketing, they preferred the articles mostly for product, price, distribution and promotion activities, and finally they read more English studies. Additionally, it is anticipated that the study's findings would help identify any marketing-related problems with article authoring.

Keywords: Marketing; Marketing Mix; International Business (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:jle:joujos:jos2029

DOI: 10.47243/jos.2029

Access Statistics for this article

Journal of Original Studies is currently edited by Ozge UYSAL SAHIN

More articles in Journal of Original Studies from Holistence Publications
Bibliographic data for series maintained by Mehmet Sahin ().