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Select data courtesy of the U.S. National Library of Medicine.

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Marketing Intelligence & Planning

Subject:
Marketing
Publisher:
Emerald Group Publishing Limited —
Emerald Publishing
ISSN:
0263-4503
Scimago Journal Rank:
75

2023

Volume 41
Issue 6 (Aug)Issue 5 (Jul)Issue 4 (May)Issue 3 (Apr)Issue 2 (Mar)Issue 1 (Jan)

2022

Volume 40
Issue 8 (Sep)Issue 7 (Sep)Issue 6 (Aug)Issue 5 (Jul)Issue 4 (Apr)Issue 3 (Apr)Issue 2 (Mar)Issue 1 (Jan)

2021

Volume 39
Issue 8 (Oct)Issue 7 (Sep)Issue 6 (Aug)Issue 5 (Jul)Issue 4 (May)Issue 2 (Mar)Issue 1 (Jan)

2020

Volume 39
Issue 3 (Oct)Issue 2 (Jul)
Volume 38
Issue 7 (Oct)Issue 6 (Aug)Issue 5 (Jun)Issue 4 (May)Issue 3 (May)Issue 2 (Apr)Issue 1 (Jan)

2019

Volume 37
Issue 7 (Sep)Issue 6 (Aug)Issue 5 (Jul)Issue 4 (May)Issue 3 (Apr)Issue 2 (Mar)Issue 1 (Jan)

2018

Volume 36
Issue 7 (Sep)Issue 6 (Aug)Issue 5 (Aug)Issue 4 (May)Issue 3 (Apr)Issue 2 (Mar)Issue 1 (Jan)

2017

Volume 35
Issue 7 (Sep)Issue 6 (Sep)

2016

Volume 34
Issue 5 (Aug)Issue 4 (Jun)Issue 3 (May)Issue 2 (Apr)Issue 1 (Feb)

2015

Volume 33
Issue 7 (Oct)Issue 6 (Sep)Issue 5 (Aug)Issue 4 (Jun)Issue 3 (May)Issue 2 (Apr)Issue 1 (Feb)

2014

Volume 32
Issue 7 (Sep)Issue 6 (Aug)Issue 5 (Jul)Issue 4 (May)Issue 3 (Apr)Issue 2 (Apr)Issue 1 (Jan)

2013

Volume 31
Issue 7 (Oct)Issue 6 (Sep)Issue 5 (Jul)Issue 4 (Jun)Issue 3 (May)Issue 2 (Mar)Issue 1 (Jan)

2012

Volume 30
Issue 7 (Oct)Issue 6 (Sep)Issue 5 (Jul)Issue 4 (Jun)Issue 3 (May)Issue 2 (Mar)Issue 1 (Jan)

2011

Volume 29
Issue 7 (Oct)Issue 6 (Sep)Issue 5 (Aug)Issue 4 (Jun)Issue 3 (May)Issue 2 (Mar)Issue 1 (Feb)

2010

Volume 28
Issue 7 (Oct)Issue 6 (Sep)Issue 5 (Aug)Issue 4 (Jun)Issue 3 (May)Issue 2 (Mar)Issue 1 (Feb)

2009

Volume 27
Issue 7 (Oct)Issue 6 (Sep)Issue 5 (Jul)Issue 4 (Jun)Issue 3 (May)Issue 2 (Mar)Issue 1 (Feb)

2008

Volume 26
Issue 7 (Oct)Issue 6 (Sep)Issue 5 (Aug)Issue 4 (Jun)Issue 3 (May)Issue 2 (Mar)Issue 1 (Feb)

2007

Volume 25
Issue 7 (Oct)Issue 6 (Sep)Issue 5 (Aug)Issue 4 (Jun)Issue 3 (May)Issue 2 (Apr)Issue 1 (Feb)

2006

Volume 24
Issue 7 (Dec)Issue 6 (Oct)Issue 5 (Aug)Issue 4 (Jun)Issue 3 (Apr)Issue 2 (Feb)Issue 1 (Jan)

2005

Volume 23
Issue 7 (Dec)Issue 6 (Oct)Issue 5 (Aug)Issue 4 (Jun)Issue 3 (May)Issue 2 (Mar)Issue 1 (Jan)

2004

Volume 22
Issue 7 (Dec)Issue 6 (Oct)Issue 5 (Aug)Issue 4 (Jun)Issue 3 (May)Issue 2 (Mar)Issue 1 (Jan)

2003

Volume 21
Issue 7 (Dec)Issue 6 (Nov)Issue 5 (Sep)Issue 4 (Jul)Issue 3 (Jun)Issue 2 (Apr)Issue 1 (Feb)

2002

Volume 20
Issue 7 (Dec)Issue 6 (Nov)Issue 5 (Sep)Issue 4 (Jul)Issue 3 (Jun)Issue 2 (Apr)Issue 1 (Feb)

2001

Volume 19
Issue 7 (Dec)Issue 6 (Nov)Issue 5 (Sep)Issue 4 (Jul)Issue 3 (Jun)Issue 2 (Apr)Issue 1 (Feb)

2000

Volume 18
Issue 6/7 (Dec)Issue 5 (Oct)Issue 4 (Aug)Issue 3 (Jun)Issue 2 (Apr)Issue 1 (Feb)

1999

Volume 17
Issue 7 (Dec)Issue 6 (Nov)Issue 5 (Sep)Issue 4 (Jul)Issue 3 (Jun)Issue 2 (Apr)Issue 1 (Feb)

1998

Volume 16
Issue 7 (Dec)Issue 6 (Nov)Issue 5 (Sep)Issue 4 (Jul)Issue 3 (Jun)Issue 2 (Apr)Issue 1 (Feb)

1997

Volume 15
Issue 7 (Dec)Issue 6 (Nov)Issue 5 (Sep)Issue 4 (Jul)Issue 3 (Jun)Issue 2 (Apr)Issue 1 (Feb)

1996

Volume 14
Issue 7 (Dec)Issue 6 (Nov)Issue 5 (Sep)Issue 4 (Jul)Issue 3 (Jun)Issue 2 (Apr)Issue 1 (Feb)

1995

Volume 13
Issue 11 (Dec)Issue 10 (Jan)Issue 9 (Oct)Issue 8 (Jan)Issue 7 (Aug)Issue 6 (Jul)Issue 5 (Jan)Issue 4 (May)Issue 3 (Jan)Issue 2 (Mar)Issue 1 (Feb)

1994

Volume 12
Issue 11 (Dec)Issue 10 (Jan)Issue 9 (Oct)Issue 8 (Jan)Issue 7 (Aug)Issue 6 (Jul)Issue 5 (Jan)Issue 4 (May)Issue 3 (Jan)Issue 2 (Mar)Issue 1 (Feb)

1993

Volume 11
Issue 11 (Nov)Issue 10 (Oct)Issue 9 (Sep)Issue 8 (Aug)Issue 7 (Jul)Issue 6 (Jun)Issue 5 (May)Issue 4 (Apr)Issue 3 (Mar)Issue 2 (Feb)Issue 1 (Jan)

1992

Volume 10
Issue 11 (Nov)Issue 10 (Oct)Issue 9 (Sep)Issue 8 (Aug)Issue 7 (Jul)Issue 6 (Jun)Issue 5 (May)Issue 4 (Apr)Issue 3 (Mar)Issue 2 (Feb)Issue 1 (Jan)

1991

Volume 9
Issue 7 (Jul)Issue 6 (Jun)Issue 5 (May)Issue 4 (Apr)Issue 3 (Mar)Issue 2 (Feb)Issue 1 (Jan)

1990

Volume 8
Issue 7 (Jul)Issue 6 (Jun)Issue 5 (May)Issue 4 (Apr)Issue 3 (Mar)Issue 2 (Feb)Issue 1 (Jan)

1989

Volume 7
Issue 11/12 (Nov)Issue 9/10 (Sep)Issue 7/8 (Jul)Issue 5/6 (May)Issue 3/4 (Mar)Issue 1/2 (Jan)

1988

Volume 6
Issue 4 (Apr)Issue 3 (Mar)Issue 2 (Feb)Issue 1 (Jan)

1987

Volume 5
Issue 4 (Apr)Issue 3 (Mar)Issue 2 (Feb)Issue 1 (Jan)

1986

Volume 4
Issue 5 (May)Issue 4 (Apr)Issue 3 (Mar)Issue 2 (Feb)Issue 1 (Jan)

1985

Volume 3
Issue 4 (Apr)Issue 3 (Mar)Issue 2 (Feb)Issue 1 (Jan)

1984

Volume 2
Issue 3 (Mar)Issue 2 (Feb)Issue 1 (Jan)

1983

Volume 1
Issue 3 (Mar)Issue 2 (Feb)Issue 1 (Jan)
journal article
LitStream Collection
Should we worry about an “academic‐practitioner divide” in marketing?

Ross Brennan

2004 Marketing Intelligence & Planning

doi: 10.1108/02634500410551879

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”, investigates 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 rush for managerial relevance, since their claim to a unique position in the knowledge production process relies on maintaining objectivity and a certain distance from the day‐to‐day pressures of marketing management.
journal article
LitStream Collection
Business‐to‐business marketing What is important to the practitioner?

Gary Reed; Vicky Story; Jim Saker

2004 Marketing Intelligence & Planning

doi: 10.1108/02634500410551888

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 being taught as part of the discipline of marketing are considered important by business‐to‐business marketing practitioners. It also examines how these differ between the private and public sectors and identifies the tools and techniques felt to be most useful to practitioners.
journal article
LitStream Collection
In search of relevance Is there an academic‐practitioner divide in business‐to‐business marketing?

Ross Brennan; Paul Ankers

2004 Marketing Intelligence & Planning

doi: 10.1108/02634500410551897

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 comprise a survey of 58 academic researchers, a qualitative study of ten marketing practitioners, and a qualitative study of eight academic researchers. Academic researchers in the field of business‐to‐business marketing believe that their work is of interest, potential value, and relevance to practitioners, and aspire to make a contribution to management practice. Practitioners claim not to be interested in academic research, and are more favourably disposed towards consultants, who they see as more responsive to, and understanding of, business pressures. It seems clear that although academics would like to get closer to practitioners, they are inhibited by institutional factors, such as academic reward systems and the “publish or perish” culture. Mechanisms for improving the degree of cooperation between researchers and practitioners are explored.
journal article
LitStream Collection
Barriers to practical use of academic marketing knowledge

Geir Grundvåg Ottesen; Kjell Grønhaug

2004 Marketing Intelligence & Planning

doi: 10.1108/02634500410551905

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, evidence suggests that academic marketing knowledge is only to a limited degree utilised in practical life. It is thus important to understand why this is the case, as well as how use of academic knowledge can be enhanced. This paper focuses on scientific knowledge about market orientation and explores a range of factors, which might impair its practical application. More specifically, it examines what types of knowledge marketing practitioners might perceive as useful and discusses a range of potential barriers to successful transfer of market orientation knowledge from academia to practitioners. Substantial barriers are identified which relate to attributes of market orientation knowledge itself and characteristics of both academics and practitioners. Findings are discussed and implications highlighted.
journal article
LitStream Collection
Refocusing marketing to reflect practice The changing role of marketing for business

Patrick McCole

2004 Marketing Intelligence & Planning

doi: 10.1108/02634500410551914

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 to reflect practice. Presents two new developments in marketing that are ideal candidates for narrowing the gap between academia and practice. These are retro‐marketing and experiential marketing.
journal article
LitStream Collection
How effectively do marketing journals transfer useful learning from scholars to practitioners?

Keith Crosier

2004 Marketing Intelligence & Planning

doi: 10.1108/02634500410551923

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 practitioners. The Flesch Reading Ease measurement method is used to compare 475 articles published in 14 English‐language journals during 2003. Scores are found to range from zero to a figure only just inside the “fairly easy” range, the average is in the middle of “difficult”, and the mainstream marketing titles are grouped at the low‐readability end of the distribution. Analysis of variance confirms that differences within the sample are significant. The author draws personal conclusions, and suggests possible extensions of this exploratory study.
journal article
LitStream Collection
Making marketers accountable:a failure of marketing education?

Susan Baker; Sue Holt

2004 Marketing Intelligence & Planning

doi: 10.1108/02634500410551932

The academic/practitioner divide in marketing is very evident in marketers’ real world problems of accountability. Empirical research reported in this paper reveals senior non‐marketers perceive marketers to be “unaccountable, untouchable, slippery and expensive” and this is further reflected in the domain literature. Exploration of the issues raises questions about whether marketing educators have failed to deliver the theory and frameworks that could address this problem. Since the 1960s, many tools have been developed and used by marketing educators, academic researchers and consultants that should have helped practitioners to become more accountable; yet something appears to have gone wrong. This paper synthesizes the most recent literature in these areas, contends that accountability is imperative to avoid the marginalization of marketers and proposes an agenda for further research to close the academic/practitioner divide.
journal article
LitStream Collection
In search of relevance and rigour for research in marketing

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

2004 Marketing Intelligence & Planning

doi: 10.1108/02634500410551941

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 enhancing the relevance and rigour of research in marketing. It takes the view that rigorous research conducted on issues relevant to practising managers is especially valuable for the marketing discipline's future development and status. Emphasis is placed on identifying a number of “hot” topics worthy of future investigation, accomplished by a brainstorming workshop involving a large number of distinguished marketing professors. Areas identified were global marketing strategy, consumer behaviour and marketing strategy. It is hoped that the identification and discussion of these topics will spark greater research on fundamental marketing issues, and that the allied explication of research rigour will likewise enhance the efficacy of research in marketing.
journal article
LitStream Collection
A call to arms for applied marketing academics

Alan Tapp

2004 Marketing Intelligence & Planning

doi: 10.1108/02634500410551950

“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 more with relevance, striking a chord within the marketing academy in the light of criticism of the lack of progress in building a body of theory in marketing and creating more links with practice. Some have warned of the dangers of too closely following practitioners’ agendas. This paper debates these issues and proposes that the academic marketing community should recognise the value of getting closer to practitioners. After reviewing literature on the issue, the paper makes the case for an overtly recognised applied researcher culture to sit alongside pure research colleagues. A theoretical framework is developed and applied to a “template” for research design that will allow researchers to generate and communicate knowledge more effectively.
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