The role of marketing : an analysis of the difference in perception between academics and local marketing managers

Abstract

The purpose of this study was to analyse the gap between marketing theory and marketing practice within the local business environment. There was very little existing literature on this topic, even more so for the local situation and specific industries. The objective of this study was achieved by providing practical recommendations to reduce this gap, for the benefit of both local tertiary education institutions and local businesses. This was achieved by cross analysing the literature reviewed on this gap with the data collected from a set of qualitative interviews held with local marketing managers from different industries. The findings presented a degree of both consistencies and inconsistencies between marketing practice and marketing theory. This indicated that even though most firms apply a certain degree of marketing theory in their practice, a gap between the two is still present and needs to be acted upon. Local tertiary education institutions need to be more aware of the needs of different local industries to better prepare students for their marketing careers. Concurrently, local employers can be more open to the application of marketing theory in their practice when employing graduates rather than sticking to the status quo. The findings of this dissertation were limited by time and the resources available to the researcher. Future researchers are advised to increase the interview sample size with representatives from every local industry and to review more literature from different local tertiary education institutions.