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Marketing Intelligence and Planning Volume 22 Issue 5

Subject Areas: Marketing
Publisher: Emerald Group Publishing Limited - Emerald Publishing
ISSN: 0263-4503
SJR: 70

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Journal Article

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...
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Journal Article

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...
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Journal Article

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...
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Journal Article

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...
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Journal Article

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...
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Journal Article

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...
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Journal Article

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...
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Journal Article

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...
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Journal Article

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...

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