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.
The paper is a viewpoint contribution based on the author's research on academic/practitioner engagement within the marketing field.
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.
The paper stimulates debate around how a crossover journal can become more effective in promoting academic/practitioner knowledge exchange.
Hughes, T. (2008), "Knowledge exchange and the opportunities for
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