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...

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Bibliographic Details
Call Number:Libro Electrónico
Other Authors: Brennan, Ross
Format: Electronic eBook
Language:Inglés
Published: Bradford, England : Emerald Group Pub., Ã2004.
Series:Marketing Intelligence & Planning. v. 22.
Subjects:
Marketing.
Marketing research.
Marketing > Recherche.
marketing.
BUSINESS & ECONOMICS > Marketing > General.
BUSINESS & ECONOMICS > Distribution.
Marketing
Marketing research
Andre fag (naturvidenskab og teknik) > Andre fag
Online Access:Texto completo
Table of Contents:
  • EDITORIAL ADVISORY BOARD; Abstracts and keywords; GUEST EDITORIAL: Should we worry about an "academic-practitioner divide" in marketing?; Business-to-business marketing What is important to the practitioner?; In search of relevance Is there an academic-practitioner divide in business-to-business marketing?; Barriers to practical use of academic marketing knowledge; Refocusing marketing to reflect practice The changing role of marketing for business; How effectively do marketing journals transfer useful learning from scholars to practitioners?
  • Making marketers accountable: a failure of marketing education?In search of relevance and rigour for research in marketing; A call to arms for applied marketing academics

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