"Mind the gaps" between the marketing theory train and the marketing practice platform: the case of Egg Card

“…To a certain degree, the problems surrounding the practice of multi-level marketing fit within the realm of what Madichie (2009) called "the difference between the training in marketing theory and the marketing practice framework." Marketing is seen by Madichie (2009) as being at a crossroads that could entail a redefinition, as it is now taught as a discipline. Similarly, Corkindale (2009) is challenging eight key marketing concepts and practices for their significance today.…”

Section: Introductionmentioning

confidence: 99%

Direct Marketing against Multi-Level Marketing, Pullback and Implication

Ezekiel¹,

Toba²

2020

IJRP

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“…There has been an immense gap in the way marketing is actually perceived by the academicians and is actually practiced by the practitioners (Madichie, 2009). To bridge this gap and avoid marketing myopia (Sheth & Sisodia, 2005), it is imperative to have a better and broad understanding of marketing practices for both academicians and practitioners.…”

Section: Introductionmentioning

confidence: 99%

Looking through the Glass of Indian Culture: Consumer Behaviour in Modern and Postmodern Era

Rehman

2017

Global Business Review

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This article seeks to demonstrate the importance of the integration of specific cultural traits of Indian consumers on their buying behaviour. It offers better and more comprehensive insights into the factors that affect the buying behaviour of Generation X, Y and Z consumers. Through a conceptual framework, this article tries to bridge the gap between the Indian consumers’ perceptions and their actual buying behaviour. The study reported in this article also identifies the ‘influencers’ and ‘intermediaries’ of consumer behaviour for Generation X, Y and Z consumers. Participation and observation techniques were used to collect data from 14 Indian consumers. The analysis of data offered new empirical insights into Indian consumers. This article puts forward a conceptual framework of the impact of Indian culture on consumer behaviour for two settings—modern and postmodern era—that can be used by management practitioners for formulating their strategies regarding their product and promotion.

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"Mind the gaps" between the marketing theory train and the marketing practice platform: the case of Egg Card

Cited by 7 publications

References 12 publications

Who performs marketing? Dimensions of agential variation in market practice

Who performs marketing? Dimensions of agential variation in market practice

Direct Marketing against Multi-Level Marketing, Pullback and Implication

Looking through the Glass of Indian Culture: Consumer Behaviour in Modern and Postmodern Era

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