Do articles on marketing contribute to international businesses? Sivas province practice with a qualitative study

While some marketing research is done with the intention of benefiting customers and industry professionals, other research is done with the intention of benefiting companies. The purpose of this study is to ascertain how marketing studies are rated in terms of enterprises. According to this perspective, the study was conducted using the strategy of interviewing 8 of the multinational marketing companies in the province of Sivas using publications on marketing. The data were collected using the purposeful sampling method. A semi-structured questionnaire was applied to 8 business managers who participated in the research and carried out international marketing activities. Based on the data analyzed according to content analysis, which is one of the qualitative research methods, categorization was made under three themes: benefiting/not benefiting from the articles while planning marketing activities, determining which activities the articles were used for, and domestic/foreign article preferences. As a result of the study, it was understood that four of the companies benefited from the articles on marketing, they preferred the articles mostly for product, price, distribution and promotion activities, and finally they read more English studies. Additionally, it is anticipated that the study's findings would help identify any marketing-related problems with article authoring.