Refocusing marketing to reflect practice: The changing role of marketing for business

Abstract

Presents a conceptual discussion concerning the academic/practitioner divide in marketing. States that the marketing concept and the way we teach marketing needs to be refocused to reflect practice. Presents two new developments in marketing that are ideal candidates for narrowing the gap between academia and practice. These are retro‐marketing and experiential marketing.

Citation

McCole, P. (2004), "Refocusing marketing to reflect practice: The changing role of marketing for business", Marketing Intelligence & Planning, Vol. 22 No. 5, pp. 531-539. https://doi.org/10.1108/02634500410551914