In search of relevance: Is there an academic-practitioner divide in business-to-business marketing?

Marketing Intelligence & Planning

Volumn 22, Issue 5, 2004, Pages 511-519

  Brennan, Ross ^a   Ankers, Paul ^b  

^a MIDDLESEX UNIVERSITY   (United Kingdom)

^b SOUTHAMPTON SOLENT UNIVERSITY   (United Kingdom)

Author keywords

Business to business marketing; Management effectiveness

Indexed keywords

EID: 84993037455     PISSN: 02634503     EISSN: None     Source Type: Journal    
DOI: 10.1108/02634500410551897     Document Type: Article

References (10)

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9. Starkey, K. and Madan, P. (2001), “ Bridging the relevance gap: aligning stakeholders in the future of management research ”, British Journal of Management, Vol. 12, special issue, pp. S3-S26.
10. Varadarajan, P.R. (2003), “ Musings on relevance and rigor of scolarly research in marketing ”, Journal of the Academy of Marketing Science, Vol. 31 No. 4, pp. 368-376.