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.
Marketing Intelligence & Planning – Emerald Publishing
Published: Aug 1, 2008
Keywords: Marketing strategy; Publications; Knowledge sharing
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