Commentary Bridging the divide
Michael J. Baker
(Department of Marketing, University of Strathclyde, Glasgow, UK)
563
Abstract
Discusses the perceived gap between theory and practice in the discipline of marketing. Asserts that the gap between the worlds of academia and practice is increasing and this is due to marketing academics not really being interested in its practice. Considers that many view marketing as a means of undertaking research in areas of their own theoretical interest.
Keywords
Citation
Baker, M.J. (2001), "Commentary Bridging the divide", European Journal of Marketing, Vol. 35 No. 1/2, pp. 24-27. https://doi.org/10.1108/03090560110363256
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited