Marketing Intelligence & Planning: Volume 22 Issue 5

Should we worry about an “academic‐practitioner divide” in marketing?

Ross Brennan

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…

Business‐to‐business marketing: What is important to the practitioner?

Gary Reed, Vicky Story, Jim Saker

The paper reports on research sponsored by the Chartered Institute of Marketing as part of its Canon of Knowledge initiative. The paper addresses the issue of what areas currently…

In search of relevance: Is there an academic‐practitioner divide in business‐to‐business marketing?

Ross Brennan, Paul Ankers

This article reports on three related empirical studies of the relevance of academic research to management practice in the field of business‐to‐business marketing. These studies…

Barriers to practical use of academic marketing knowledge

Geir Grundvåg Ottesen, Kjell Grønhaug

It is commonly assumed that a prime purpose of developing research‐based marketing knowledge is that it should be useful to marketing managers and other practitioners. However…

Refocusing marketing to reflect practice: The changing role of marketing for business

Patrick McCole

Presents a conceptual discussion concerning the academic/practitioner divide in marketing. States that the marketing concept and the way we teach marketing needs to be refocused…

How effectively do marketing journals transfer useful learning from scholars to practitioners?

Keith Crosier

The author's career experience provides the impetus for a survey of the extent to which marketing journals succeed in transferring useful knowledge from academics to…

Making marketers accountable:a failure of marketing education?

Susan Baker, Sue Holt

The academic/practitioner divide in marketing is very evident in marketers’ real world problems of accountability. Empirical research reported in this paper reveals senior…

In search of relevance and rigour for research in marketing

Constantine S. Katsikeas, Matthew J. Robson, James M. Hulbert

There is concern that academic research in marketing does not sufficiently support firms confronting today's hostile business conditions. This paper offers a perspective on…

A call to arms for applied marketing academics

Alan Tapp

“Research has a value that does not depend on how true it is” is a quote from Griseri's call for management researchers to concern themselves less with scientific validity and…