Should we worry about an academic-practitioner divide in marketing?

Brennan, Ross (2004) Should we worry about an academic-practitioner divide in marketing? Marketing intelligence and planning, 22 (5). pp. 492-500. ISSN 0263-4503

Full text is not in this repository.

This item is available in the Library Catalogue


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 the “academic-practitioner divide”, investigates the reasons for it and the barriers to communication that exist, and put forward ideas for improving the effectiveness of academic-practitioner collaboration. However, members of the academic community should carefully avoid a headlong and uncritical rush for managerial relevance, since their claim to a unique position in the knowledge production process relies on maintaining objectivity and a certain distance from the day-to-day pressures of marketing management.

Item Type:Article
Research Areas:A. > Business School > Leadership, Work and Organisations
ID Code:1665
Deposited On:23 Mar 2009 15:23
Last Modified:05 Oct 2015 12:41

Repository staff only: item control page

Full text downloads (NB count will be zero if no full text documents are attached to the record)

Downloads per month over the past year