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Is academic marketing losing its way? Embrace intermediaries

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  • Lilien, Gary L.

Abstract

I suggest that a solution to Reibstein et al. (2009) diagnosis that Academic Marketing is losing its way is to seek creative connections with marketing intermediaries (consultancies and market research firms) that can provide access both to problems and to data. That access should help the field find its way back to the path that leads to rigorous academic research on real and important problems.

Suggested Citation

  • Lilien, Gary L., 2010. "Is academic marketing losing its way? Embrace intermediaries," Australasian marketing journal, Elsevier, vol. 18(3), pages 174-176.
    • Handle: RePEc:eee:aumajo:v:18:y:2010:i:3:p:174-176
    DOI: 10.1016/j.ausmj.2010.06.011
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    References listed on IDEAS

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