Concern has been expressed by business and marketing scholars that academic research in these fields should be made … academic research to them. The empirical context of the work is business‐to‐business marketing. The experienced marketing … practitioners interviewed knew very little about the current state of academic research in marketing, and considered that academic …

, to convert such vast databases effectively into useful management information, the traditional marketing research tools …

proprietary multi‐sports event. A mixed mode (online and mail survey) research design was used in an attempt to collect data from … proprietary marketing research settings.  …

There is concern that academic research in marketing does not sufficiently support firms confronting today's hostile … business conditions. This paper offers a perspective on enhancing the relevance and rigour of research in marketing. It takes … the view that rigorous research conducted on issues relevant to practising managers is especially valuable for the …

“Research has a value that does not depend on how true it is” is a quote from Griseri's call for management researchers … sit alongside pure research colleagues. A theoretical framework is developed and applied to a “template” for research …

preliminary study examines the shopping list being a moderator of purchase behaviour. It confirms previous research into the …

relationship marketing as an alternative paradigm. To identify fruitful directions for further research. Design … established, the second part proposes a number of fruitful directions for further research. These include a bibliometric study to … factors determining different marketing styles. Research limitations/implications – The second part of the paper explicitly …

written in what they regard as the distant past, and, therefore, to fail to see the larger picture. Research limitations …

for marketing academics, the PhD, has on their teaching, their research, and the much‐debated “gap” between marketing … general data is combined with the author's own past research findings to arrive at a coherent, personal point of view …. Findings – A strong focus on “scientific” research in the marketing discipline has caused a form of academic myopia, and …

research and teaching in marketing. Design/methodology/approach – Solicited as a viewpoint contribution, with permission to … universities on perceptions of scholarliness in “soft” sciences such as marketing, and hence on the applicability of its research … implications for the structure of research and teaching in university departments and sub‐departments of marketing, in the UK and …