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A call to arms for applied marketing academics

Alan Tapp (Bristol Business School, Bristol, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 1 August 2004

Abstract

“Research has a value that does not depend on how true it is” is a quote from Griseri's call for management researchers to concern themselves less with scientific validity and more with relevance, striking a chord within the marketing academy in the light of criticism of the lack of progress in building a body of theory in marketing and creating more links with practice. Some have warned of the dangers of too closely following practitioners’ agendas. This paper debates these issues and proposes that the academic marketing community should recognise the value of getting closer to practitioners. After reviewing literature on the issue, the paper makes the case for an overtly recognised applied researcher culture to sit alongside pure research colleagues. A theoretical framework is developed and applied to a “template” for research design that will allow researchers to generate and communicate knowledge more effectively.

Keywords

Citation

Tapp, A. (2004), "A call to arms for applied marketing academics", Marketing Intelligence & Planning, Vol. 22 No. 5, pp. 579-590. https://doi.org/10.1108/02634500410551950

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited