TY - JOUR
AU - Tim Hughes
AB - Purpose – The purpose of this paper is to put forward some ideas on how Marketing Intelligence & Planning ( MIP ) might further pursue its crossover mission in the future. Design/methodology/approach – The paper is a viewpoint contribution based on the author's research on academic/practitioner engagement within the marketing field. Findings – A number of ideas are outlined under the following headings: creating an MIP community; creating mutually interesting content; demonstrating practical application; links with professional bodies; motivating academics. Originality/value – The paper stimulates debate around how a crossover journal can become more effective in promoting academic/practitioner knowledge exchange.
TI - Knowledge exchange and the opportunities for Marketing Intelligence & Planning
JF - Marketing Intelligence & Planning
DO - 10.1108/02634500810894299
DA - 2008-08-01
UR - https://www.deepdyve.com/lp/emerald-publishing/knowledge-exchange-and-the-opportunities-for-marketing-intelligence-4AsHWOmAV0
SP - 435
EP - 440
VL - 26
IS - 5
DP - DeepDyve
ER -