Knowledge exchange and the opportunities for Marketing Intelligence & Planning
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
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited