03031nam 2200589Ia 450 991078339100332120230617025839.01-280-51432-997866105143281-84544-168-0(CKB)1000000000024421(EBL)289881(OCoLC)70753024(SSID)ssj0000465303(PQKBManifestationID)11308973(PQKBTitleCode)TC0000465303(PQKBWorkID)10438192(PQKB)10537374(MiAaPQ)EBC289881(Au-PeEL)EBL289881(CaPaEBR)ebr10067114(CaONFJC)MIL51432(EXLCZ)99100000000002442120011019d2004 uy 0engur|n|---|||||txtccrThe academic/practitioner divide in marketing - myth or reality?[electronic resource] /Guest editor, Ross BrennanBradford, England Emerald Group Publishingc20041 online resource (107 p.)Marketing Intelligence & Planning. No. 5 ;Vol. 22Description based upon print version of record.1-84544-004-8 CONTENTS; EDITORIAL ADVISORY BOARD; Abstracts and keywords; GUEST EDITORIAL: Should we worry about an "academic-practitioner divide" in marketing?; Business-to-business marketing What is important to the practitioner?; In search of relevance Is there an academic-practitioner divide in business-to-business marketing?; Barriers to practical use of academic marketing knowledge; Refocusing marketing to reflect practice The changing role of marketing for business; How effectively do marketing journals transfer useful learning from scholars to practitioners?Making marketers accountable: a failure of marketing education?In search of relevance and rigour for research in marketing; A call to arms for applied marketing academicsIn 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", investigate 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 rusMarketing Intelligence & Planning.No. 5 ;v. 22.MarketingMarketing researchMarketing.Marketing research.658.8Brennan Ross1125624MiAaPQMiAaPQMiAaPQBOOK9910783391003321The academic3672691UNINA