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)

Abstract

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.

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