The academic/practitioner divide in marketing - myth or reality? / Guest editor, Ross Brennan.

Format:

Book

Contributor:

Brennan, Ross.

Series:

Marketing Intelligence & Planning. No. 5 ; v. 22.

Marketing Intelligence & Planning. No. 5 ; Vol. 22

Language:

English

Subjects (All):

Marketing.

Marketing research.

Physical Description:

1 online resource (107 p.)

Edition:

1st ed.

Place of Publication:

Bradford, England : Emerald Group Publishing, c2004.

Language Note:

English

Summary:

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

Contents:

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

Notes:

Description based upon print version of record.

ISBN:

1-280-51432-9

9786610514328

1-84544-168-0

OCLC:

70753024