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Knowledge exchange and the opportunities for Marketing Intelligence & Planning

Knowledge exchange and the opportunities for Marketing Intelligence & Planning 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Knowledge exchange and the opportunities for Marketing Intelligence & Planning

Tim Hughes
Marketing Intelligence & Planning , Volume 26 (5): 6 – Aug 1, 2008
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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500810894299
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Marketing Intelligence & Planning – Emerald Publishing

Published: Aug 1, 2008

Keywords: Marketing strategy; Publications; Knowledge sharing

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    Polonsky, M.J.; Whitelaw, P.

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