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 [Article] (doi:10.1108/02634500410551879)


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
Item ID: 1665
Depositing User: Repository team
Date Deposited: 23 Mar 2009 15:23
Last Modified: 13 Oct 2016 14:13

Actions (login required)

View Item View Item


Activity Overview
6 month trend
6 month trend

Additional statistics are available via IRStats2.