Contemporary Marketing Practices research program: a review of the first decade

Abstract

Purpose – The objective of the Contemporary Marketing Practices (CMP) research program is to develop an understanding of how firms relate to their markets in a manner that integrates both traditional and more modern views of marketing, and incorporates an understanding of both the antecedents and consequences of different practices. This paper aims to review its first decade. Design/methodology/approach – The paper adopts a theoretical approach. It reviews the history of CMP research and its outcomes. The assessment concludes with a discussion of the program’s contribution to marketing knowledge and some issues and challenges for future research. Findings – Now a decade old, the CMP research program has undertaken research in over 15 countries. The study finds that it has made a unique contribution to marketing knowledge by bridging the gap between theory and practice. Originality/value – By adopting a multi-paradigm philosophy and a multi-method approach, a broad perspective has been achieved that integrates the traditional managerial view of marketing with relational and process arguments.