Journal of Marketing Research 2005
In Favor of Closer Ties
Abstract
The author believes that marketing would be strengthened by closer relationships between academics and practitioners. He argues that the commercial market research environment can be stimulating for methodological development, and he suggests that everyone would benefit if academics and practitioners had experience in both environments.
- DOI
- 10.1509/jmkr.2005.42.3.255
- Sources
- openalex