African Journal of
Marketing Management

  • Abbreviation: Afr. J. Mark. Manage.
  • Language: English
  • ISSN: 2141-2421
  • DOI: 10.5897/AJMM
  • Start Year: 2009
  • Published Articles: 159

Full Length Research Paper

An empirical assessment of the relationship between organizational culture and contemporary marketing practices in organizations in Khyber Pakhtunkhwa, Pakistan

Bakhtiar Khan1, Sher Kamal1, Jamshed Raza1* and Shakeel Ahmad2
  1Department of Business Administration, Gomal University, Dera Ismail Khan, Khyber Pakhtunkhwa, Pakistan. 2Government Commerce College No. 2, Bannu, Pakistan.
Email: [email protected]

  •  Accepted: 08 July 2011
  •  Published: 31 July 2011



This paper assesses the relationship between organisational culture and contemporary marketing practices of a sample of organisations in Peshawar and Dera Ismail Khan, Khyber Pakhtunkhwa, Pakistan. The survey questionnaire which received 136 responses related to organisational culture and contemporary marketing practices. Statistical package is used to examine the goodness of the fit. Results indicate that differences in national cultures call for differences in marketing practices since the Peshawar organizational culture is different from Dera Ismail Khan. The differences between the two cities marketing practices are discussed. The paper concludes by following some guidelines for Khyber Pakhtunkhwa, Pakistanorganizations to take into consideration to strengthen their levels of performance.


Key words: National culture, organizational culture, contemporary marketing practices.