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Should we worry about an "academic-practitioner divide" in marketing?
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 ...
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, ...