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The academic/practitioner divide in marketing - myth or reality? /
In marketing, as in other areas of management studies, there is a feeling abroad that lines of communication need to be improved between those who work largely in the academic sphere and the practitioner community. Introduces the papers presented in this special issue, which explore the nature of th...
| Cote: | Libro Electrónico |
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| Autres auteurs: | |
| Format: | Électronique eBook |
| Langue: | Inglés |
| Publié: |
Bradford, England :
Emerald Group Pub.,
Ã2004.
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| Collection: | Marketing Intelligence & Planning.
v. 22. |
| Sujets: | |
| Accès en ligne: | Texto completo |
| Résumé: | In marketing, as in other areas of management studies, there is a feeling abroad that lines of communication need to be improved between those who work largely in the academic sphere and the practitioner community. Introduces the papers presented in this special issue, which explore the nature of the "academic-practitioner divide", investigate the reasons for it and the barriers to communication that exist, and put forward ideas for improving the effectiveness of academic-practitioner collaboration. However, members of the academic community should carefully avoid a headlong and uncritical rus. |
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| Description matérielle: | 1 online resource (105 pages). |
| Bibliographie: | Includes bibliographical references. |
| ISBN: | 1845440048 9781845440046 1845441680 9781845441685 |