To read this content please select one of the options below:

Making marketers accountable:a failure of marketing education?

Susan Baker (Cranfield School of Management, Cranfield University, Cranfield, UK)
Sue Holt (Cranfield School of Management, Cranfield University, Cranfield, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 August 2004



The academic/practitioner divide in marketing is very evident in marketers’ real world problems of accountability. Empirical research reported in this paper reveals senior non‐marketers perceive marketers to be “unaccountable, untouchable, slippery and expensive” and this is further reflected in the domain literature. Exploration of the issues raises questions about whether marketing educators have failed to deliver the theory and frameworks that could address this problem. Since the 1960s, many tools have been developed and used by marketing educators, academic researchers and consultants that should have helped practitioners to become more accountable; yet something appears to have gone wrong. This paper synthesizes the most recent literature in these areas, contends that accountability is imperative to avoid the marginalization of marketers and proposes an agenda for further research to close the academic/practitioner divide.



Baker, S. and Holt, S. (2004), "Making marketers accountable:a failure of marketing education?", Marketing Intelligence & Planning, Vol. 22 No. 5, pp. 557-567.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

Related articles