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

Modern Marketing: The Shift from Academic Respectability to Practitioner Significance

Management Decision

ISSN: 0025-1747

Article publication date: 1 April 1991

Abstract

Business schools started as the intellectual “poor relations” of the academic world. To make up for this, business scholars intellectualised their work via the recognised methodology of the scientific method. But whilst this created intellectual respect, it often distanced business scholars from the “real world” of business. In the area of marketing, this academic rigour is now giving way to research which can serve the practitioner as well as (or instead of) a business scholar′s peer group.

Keywords

Citation

Walle, A.H. (1991), "Modern Marketing: The Shift from Academic Respectability to Practitioner Significance", Management Decision, Vol. 29 No. 4. https://doi.org/10.1108/EUM0000000000072

Publisher

:

MCB UP Ltd

Copyright © 1991, MCB UP Limited