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Knowledge exchange and the opportunities for Marketing Intelligence & Planning

Tim Hughes (Bristol Business School, University of the West of England, Bristol, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 August 2008

Abstract

Purpose

The purpose of this paper is to put forward some ideas on how Marketing Intelligence & Planning (MIP) might further pursue its crossover mission in the future.

Design/methodology/approach

The paper is a viewpoint contribution based on the author's research on academic/practitioner engagement within the marketing field.

Findings

A number of ideas are outlined under the following headings: creating an MIP community; creating mutually interesting content; demonstrating practical application; links with professional bodies; motivating academics.

Originality/value

The paper stimulates debate around how a crossover journal can become more effective in promoting academic/practitioner knowledge exchange.

Keywords

Citation

Hughes, T. (2008), "Knowledge exchange and the opportunities for Marketing Intelligence & Planning", Marketing Intelligence & Planning, Vol. 26 No. 5, pp. 435-440. https://doi.org/10.1108/02634500810894299

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited