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Marketing academics and practitioners: Towards togetherness

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Abstract:

This paper offers reflections on the challenges, for research and marketing education, associated with an aim of making academic marketing research impact more strongly on marketing practice. It derives from a Special Session at the Academy of Marketing Conference 2011, and reports on the ways in which academic findings are presented, the difficulties in integrating new developments in practice into the academic research and education agendas, and aspects of academic career pathways that may affect the relationship between theory and practice. The discussion points to the need for new ways of making academic research accessible if it is to have a greater impact on practice. Accessibility should not be at the expense of normal academic rigour. It could take various forms such as new submission categories for journal articles, the development of new blogging communities, and other means of fostering the practitioner/academic dialogue. The paper concludes by requesting the engagement of the entire marketing community to participate in a new discussion group on LinkedIn that has been specifically set up to foster dialogue and encourage progress.

Keywords: ACADEMIC-PRACTITIONER DIVIDE; JOURNAL ARTICLES; LINKEDIN; MARKETING EDUCATION; RELEVANCE; RIGOUR

Document Type: Commentary

DOI: http://dx.doi.org/10.1362/147539211X602522

Publication date: September 1, 2011

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