academic/practitioner divide in marketing - myth or reality
ISBN: 9781845441685
Platform/Publisher: Ebook Central / Emerald Publishing Limited
Digital rights: Users: Unlimited; Printing: Limited; Download: 7 Days at a Time
Subjects: Business/ Management;

In marketing, as in other areas of management studies, there is a feeling abroad that lines of communication need to be improved between those who work largely in the academic sphere and the practitioner community. Introduces the papers presented in this special issue, which explore the nature of the OC academic-practitioner divideOCO, investigate the reasons for it and the barriers to communication that exist, and put forward ideas for improving the effectiveness of academic-practitioner collaboration. However, members of the academic community should carefully avoid a headlong and uncritical rush for managerial relevance, since their claim to a unique position in the knowledge production process relies on maintaining objectivity and a certain distance from the day-to-day pressures of marketing management."


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