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Refocusing marketing to reflect practice The changing role of marketing for business

Refocusing marketing to reflect practice The changing role of marketing for business 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Refocusing marketing to reflect practice The changing role of marketing for business

Patrick McCole
Marketing Intelligence & Planning , Volume 22 (5): 9 – Aug 1, 2004
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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0263-4503
DOI
10.1108/02634500410551914
Publisher site
See Article on Publisher Site

Abstract

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

Marketing Intelligence & Planning – Emerald Publishing

Published: Aug 1, 2004

Keywords: Marketing theory; Marketing information

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