Grundvåg Ottesen, Geir; Grønhaug, Kjell - In: Marketing Intelligence & Planning 22 (2004) 5, pp. 520-530
It is commonly assumed that a prime purpose of developing research‐based marketing knowledge is that it should be useful to marketing managers and other practitioners. However, evidence suggests that academic marketing knowledge is only to a limited degree utilised in practical life. It is...
