Where Are We Going? Perceptions of U.S. Marketing Academics
Authors: Polonsky, Michael Jay; Mankelow, Gary
Source: Journal of Marketing Management, Volume 16, Number 7, October 2000 , pp. 717-743(27)
Abstract:This paper examines US marketing academics' perceptions of the most pressing issues for theory, practice and academia. The context is provided by an examination of individual and institutional demographic factors; how academics spend their time and what are their teaching/research interests. An analysis of the perceptions suggests there is a need to develop a more comprehensive marketing theory, as well as better integrate theory and practice. These outcomes appear to be limited by increased work pressures including the necessity of maintaining academic standards.
Document Type: Research article
Publication date: 2000-10-01