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The purpose of this paper is to examine whether or not transaction marketing is being employed together with various types of relationship marketing. A classification scheme of contemporary marketing practices (Coviello, Brodie and Munro, 1997) is reviewed, and the need to enrich earlier research findings is discussed. A case study methodology for conducting research into the New Zealand wine sector is then considered. The preliminary findings suggest that vineyards increasingly employ a pluralistic approach to marketing combining transaction marketing with relational types of marketing, and that the softer sides of marketing are becoming important, such as social bonding, networks and interactions. The findings also give insights into whether or not vineyards are driven by their product or market.

This study investigates the validity of the relationship paradigm in contrast with the marketing‐mix paradigm with respect to modern Russian markets. Moreover, the specifics of Russian marketing practices are outlined and a comparison with marketing practices in other countries is provided.

The paper is rooted in the theoretical framework of the “Contemporary Marketing Practices” project. Data about marketing practices are gathered with standardised questionnaires and groups of organisations are identified using cluster analysis, the gap criterion, and canonical discriminant analysis. By comparing scores for relational marketing as well as transactional marketing, the marketing practices are described and contrasted with those in Argentina and Canada. To assess the success of different combinations of marketing activities, association rules are computed.

Contemporary Russian marketing practices cover only a narrow spectrum of the diversity of marketing practices observed in other nations, and the overall intensity of marketing activities is low in comparison with international benchmarks. Overall, the relevance of the traditional transactional marketing concept holds for current practices and market conditions in Russia. Relational activities are considered as merely additional rather than as alternative options of developing organisations' marketing. Practitioners can adjust their marketing to the patterns of profitable activities revealed by this investigation. In particular, the new possibilities arising from IT‐based marketing are found to be not utilised by vendors who are already established in Russian markets.

The paper brings Russian markets into the academic discussion. Additionally, the use of association analysis for the evaluation of patterns of marketing activities and their success is introduced.

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.

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.

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.

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.

The literature has traditionally argued that marketing in firms serving consumer markets is, and should be, different from that in firms serving business markets. This research investigates the marketing practices of 279 firms in Canada and New Zealand to examine the relevance of the consumer/B2B dichotomy in the context of a contemporary conceptual framework. The results show that while consumer firms are somewhat more transactional in their approach to the market and B2B firms are more relational, overall patterns of marketing practice are similar across firm type. Theoretical, practical, and research implications are discussed.

This paper aims to provide a review of how the role of information and communications technology (ICT) within marketing practice has developed over the past decade and to develop a research agenda to meet future challenges.

The paper adopts a theoretical approach and reviews the historical and current deployment of ICT into marketing practice. It focuses on the CMP framework of marketing practice and, within that, on the original conceptions of e‐marketing within the framework and the corresponding empirical results from various CMP research projects..

The paper concludes that, regardless of the dominant focus of marketing within an organisation, marketing practitioners increasingly have an ICT requirement within their marketing practice.

The paper develops the argument for academic research to focus more on ICT practice and implementation to provide a deeper understanding of ICT deployment.

Despite the emphasis on ICT deployment in the late 1990s marketers have struggled to embrace ICT within their organisations due in part to a lack of academic clarity and study. This paper extends the Contemporary Marketing Practice framework to examine this issue.

The purpose of this paper is to explore how different types of firms relate to their markets in terms of contemporary marketing practices (CMP) in an emerging country, Bangladesh. Additionally, the paper also examines the various marketing performance measures used by Bangladeshi firms.

The CMP survey was used on 165 marketing managers chosen from a range of industrial sectors as a basis for data collection. Data were analyzed using cluster analysis and other descriptive statistics.

The study found that a pluralistic marketing approach is predominant among the majority of the Bangladeshi firms, while few other firms also practise transactional marketing. Results also reveal that Bangladeshi firms apply a blend of performance indicators rather than relying on specific financial‐ or client‐based measures to evaluate business success.

The present study provides a benchmark for future studies on CMP in emerging/developing countries and inspires further research designed to deepen understanding about how marketing is practised in emerging markets and how they may differ from developed markets.

Since very few studies have been conducted regarding CMP by incorporating both business‐to‐business and consumer goods/services firms for a specific country into an emerging market, this study adds a new dimension to the horizon of CMPs.

The service marketing literature has traditionally argued that the marketing practices of service firms that operate in diverse cultures should also differ. This paper aims to investigate this argument by examining the marketing practices of service firms in two highly diverse countries “Canada and Qatar” in the context of a contemporary conceptual framework.

Survey data were collected in both countries using a self-administered questionnaire that was used in previous contemporary marketing practice (CMP) studies. The data analysis was conducted in two stages. First, descriptive statistics were used to determine cross-national differences in the intensity of use of various CMP activities in Qatar compared to Canada. Second, cross-national differences in various combinations of marketing practices were identified using a cluster analysis.

The results indicate that service firms in both countries have more similarities than differences and that the overall patterns of marketing practices are similar. In addition, the firms’ marketing practices reflect aspects of all four marketing approaches rather than just one.

The study was conducted in only two countries, thus generalisability of its findings and conclusions may not be possible.

The results of this study can help marketers to better understand the changing marketing environment and identify new marketing solutions when operating in different environments.

This study enhances the literature on service marketing and expands the application of the CMP framework to a new context that has not been addressed in previous studies.

This paper aims to demonstrate how a Contemporary Marketing Practices (CMP)‐based living case study approach can be used to enhance student learning, and to develop new theory about marketing practice.

The paper compares and contrasts teaching cases and research cases to create context. It then describes two examples of the living case study approach: one project directed at understanding the impact of information technologies (IT) on marketing practice, and the other at examining managerial understandings of customer value.

The study finds that a living case approach extends insight into antecedents and consequences of marketing practice, consistent with CMP research objectives. New conceptual frameworks for the IT adoption process and conceptions of customer value are co‐created by executive students and the authors. It shows that managers are able contributors to theory development. The paper concludes that the living case approach provides a rich “zone of mutuality” between research and teaching.

Action learning can be used in business schools to enhance theoretical and practical understanding of complex process‐based phenomena.

The living case study is suited to post‐experience students rather than undergraduates. In addition to considering the nature of the student body, faculty should also consider fit with their personal competencies and the curriculum prior to taking this approach. However, it should be done so advisedly.

The study stimulates reflection on alternative approaches to teaching and learning in executive education, and to theory development in marketing practice.

The literature discusses the relationship between marketing practice and leadership style and suggests that these are dynamic and linked. Providing empirical data, this paper seeks to investigate this relationship between marketing practices and leadership styles.

A model was developed and tested using a survey methodology based on two well‐validated research instruments, one from the Contemporary Marketing Practices research group and the other the MLQ leadership questionnaire. Data were analyzed using a Partial Least Squares (PLS) approach.

The results showed that a transformational style of leadership is positively associated with interaction and network marketing. Transactional leadership is positively associated with database and network marketing. Passive/avoidant leadership has no effect on any of the marketing practices.

The research is unique and exploratory, and was conducted in a UK context. The use of moderators within the model would have been preferable. For these reasons, generalizability is somewhat constrained.

The research adds weight to the argument that leadership styles need to be consciously adapted with respect to marketing practices. There are also implications for managerial training and development needs.

To one's knowledge very few studies have considered the relationship between marketing practices and leadership styles. The paper, therefore, reports work in an area not previously researched empirically.

This study aims to investigates the possible gap between the logic of these information technology (IT) systems and industrial firms’ marketing practices. Industrial firms rely extensively on IT systems for their business.

Based on the contemporary marketing practice (CMP) model, which depicts firms’ marketing practice as ranging from transactional to more relational and networked-based, the logic of IT systems and how users in industrial firms adopt them are amended to create an extended model. The extended model is used to analyze an in-depth case based on 63 interviews regarding one industrial firm’s business with customers and suppliers and how IT is utilized in this setting.

Results show that industrial firms’ relationship-oriented business is poorly supported by currently used IT systems. This gap between the IT systems, which are transaction-focused, and industrial firms’ marketing practice, which is relationship-based, has severe effects on adoption and efficiency of IT systems. The marketers prefer local, non-integrated, IT with limited usefulness on an overall firm level while resisting the firms’ comprehensive IT systems. This forms an IT–marketing gap given that current IT does not match the marketing practice of relationship-oriented industrial firms.

This study applies an extended CMP model in a novel way focusing one industrial firm, its customers and suppliers and the IT used in this setting. The study shows that all marketing practices of the CMP model can be found in one firm’s business, albeit one category, i.e. interaction marketing (a relationship approach), is dominating. The use of the CMP framework offers new and valuable insights into the fundamental cause to the industrial marketers’ limited use of integrated IT.