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In search of relevance : Is there an academic-practitioner divide in business-to-business marketing?
This article reports on three related empirical studies of the relevance of academic research to management practice in the field of business-to-business marketing. These studies comprise a survey of 58 academic researchers, ...
Managerial relevance in academic research : an exploratory study
Concern has been expressed by business and marketing scholars that academic research in these fields should be made more relevant to managers. In this paper the focus in on the views of marketing managers concerning the ...