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Where Are We Going? Perceptions of U.S. Marketing Academics

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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.
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Document Type: Research Article

Publication date: 2000-10-01

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