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Should we worry about an “academic‐practitioner divide” in marketing?

Ross Brennan (Middlesex University, Hendon, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 August 2004

Abstract

In 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”, investigates 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 rush for managerial relevance, since their claim to a unique position in the knowledge production process relies on maintaining objectivity and a certain distance from the day‐to‐day pressures of marketing management.

Keywords

Citation

Brennan, R. (2004), "Should we worry about an “academic‐practitioner divide” in marketing?", Marketing Intelligence & Planning, Vol. 22 No. 5, pp. 492-500. https://doi.org/10.1108/02634500410551879

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited