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Is marketing academia losing its way? Linking with practitioners

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  • Sweeney, Jillian C.

Abstract

Reibstein et al. (2009) view that the needs of industry and the efforts of academia represents a growing gap and identify some “researchable topics” that would help fill this gap. In this article I discuss the considerable amount of well known research already undertaken in the four identified areas, which offers an excellent grounding for extending these research streams further. While not agreeing with all points in their article, I believe that their article is provocative and timely, prompting academics to reflect on their research priorities. I also discuss the needs of industry that I identified in Western Australia and how a top down approach is needed to reduce this industry-academia gap.

Suggested Citation

  • Sweeney, Jillian C., 2010. "Is marketing academia losing its way? Linking with practitioners," Australasian marketing journal, Elsevier, vol. 18(3), pages 168-170.
    • Handle: RePEc:eee:aumajo:v:18:y:2010:i:3:p:168-170
    DOI: 10.1016/j.ausmj.2010.06.009
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