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"Mind the gaps" between the marketing theory train and the marketing practice platform: the case of Egg Card

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This paper uses the case of Egg Card - in the early days of the global credit crunch - to highlight the entrenched gaps between marketing as a taught discipline and marketing as it is played out in the real world. The paper adopts a qualitative mode of enquiry drawing upon secondary data sets from marketing texts in order to question the legitimacy of marketing as an academic discipline – i.e. its relevance in a real-life context.

The main strengths of the paper lie in the fact that it touches upon aspects that should have served as warning signs of the impending global economic downturn – Egg Card firing unprofitable customers while competition was still acquiring them.

The dilemma remains unsolved. Should marketing academics teach or learn from marketing practitioners? Does marketing as a taught discipline require a redefinition? Whatever the case marketing as it is currently conceived has reached a crossroads.

There are two clear implications from this paper. First, from a theoretical perspective, academics could benefit from more detailed practitioner accounts on the choice and implementation of marketing in the real world. Second, like their academic counterparts, marketing practitioners could benefit from the dissemination of scholarship from the domain of marketing theory.
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Document Type: Research Article

Publication date: March 1, 2009

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