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Introduction to Theory and Practice in Marketing Conference Special Section of Marketing Science

Author

Listed:
  • Sunil Gupta

    (Harvard Business School, Boston, Massachusetts 02163)

  • Dominique Hanssens

    (Anderson School of Management, University of California, Los Angeles, Los Angeles, California 90095)

  • John R. Hauser

    (MIT Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02142)

  • Donald Lehmann

    (Columbia Business School, Columbia University, New York, New York, 10027)

  • Bernd Schmitt

    (Columbia Business School, Columbia University, New York, New York, 10027)

Abstract

This special section is the result of an effort by several scholars to move marketing academic research toward greater practical relevance. This initiative, called Theory + Practice in Marketing (TPM), started with a conference at Columbia Business School in 2011, and the five papers published in this special section were presented at the second TPM conference held at Harvard Business School in 2012.

Suggested Citation

  • Sunil Gupta & Dominique Hanssens & John R. Hauser & Donald Lehmann & Bernd Schmitt, 2014. "Introduction to Theory and Practice in Marketing Conference Special Section of Marketing Science," Marketing Science, INFORMS, vol. 33(1), pages 1-5, January.
    • Handle: RePEc:inm:ormksc:v:33:y:2014:i:1:p:1-5
    DOI: 10.1287/mksc.2013.0830
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    Citations

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    Cited by:

    1. Moro, Sérgio & Rita, Paulo & Vala, Bernardo, 2016. "Predicting social media performance metrics and evaluation of the impact on brand building: A data mining approach," Journal of Business Research, Elsevier, vol. 69(9), pages 3341-3351.
    2. Arindam Banerjee & Tanushri Banerjee, 2017. "Determinants of Analytics Process Adoption in Emerging Economies: Perspectives from the Marketing Domain in India," Vikalpa: The Journal for Decision Makers, , vol. 42(2), pages 95-110, June.
    3. Jen-Peng Huang & Genesis Sembiring Depari & Srivandayuli Riorini & Pai-Chouwang, 2018. "Leveraging Social Media Metrics In Improving Social Media Performances Through Organic Reach: A Data Mining Approach," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 22, pages 33-48, December.
    4. Sarantopoulos, Panagiotis & Theotokis, Aristeidis & Pramatari, Katerina & Doukidis, Georgios, 2016. "Shopping missions: An analytical method for the identification of shopper need states," Journal of Business Research, Elsevier, vol. 69(3), pages 1043-1052.
    5. Thomas Niemand & Robert Mai, 2018. "Flexible cutoff values for fit indices in the evaluation of structural equation models," Journal of the Academy of Marketing Science, Springer, vol. 46(6), pages 1148-1172, November.

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