Commentary Bridging the divide

Discusses the perceived gap between theory and practice in the discipline of marketing. Asserts that the gap between the worlds of academia and practice is increasing and this is due to marketing academics not really being interested in its practice. Considers that many view marketing as a means of undertaking research in areas of their own theoretical interest.

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Year of publication:	2001
Authors:	Baker, Michael J.
Published in:	European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 35.2001, 1/2, p. 24-27
Publisher:	MCB UP Ltd
Subject:	Marketing research \| Marketing theory \| Management education

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Type of publication:	Article
Type of publication (narrower categories):	viewpoint
Language:	English
Other identifiers:	10.1108/03090560110363256 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014721959