There has been extensive debate about the purpose and scope of appropriate management research. Many authors agree that management research does not operate a single agreed scientific paradigm and can be seen as a soft, applied area of study, showing features of both “engineering” and...

The purpose of this paper is to provide an overview of account planning by tracing its origins, development and role from its genesis to its current status. Account planning grew out of dissatisfaction with advertising agencies’ ability to meet the challenges they were facing in the early...

Marketing practice is increasingly being affected by new technologies, creating opportunities and threats for marketing practitioners. Much of the literature has concentrated on effects external to the firm such as the Internet's impact on market structure, or new business paradigms. However,...

In marketing, as in other areas of management studies, there is a feeling abroad that lines of communication need to be improved between those who work largely in the academic sphere and the practitioner community. Introduces the papers presented in this special issue, which explore the nature...

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...

The author's career experience provides the impetus for a survey of the extent to which marketing journals succeed in transferring useful knowledge from academics to practitioners. The Flesch Reading Ease measurement method is used to compare 475 articles published in 14 English‐language...

Purpose – The aim of the paper is to show how intelligence emanating from customer profitability analysis (CPA) can help improve strategic marketing planning. Insights into the profitability of individual customers, as well as the distribution of profitability across the customer base, can...

Purpose – To examine the lessons that may be learned by both academics and practitioners from a dispassionate review of the history of the marketing profession. Design/methodology/approach – One of the founding fathers of marketing as a subject for academic study in the UK thinks aloud about...

Purpose – A range of previous studies show that large numbers of practitioners do not adopt the prescriptive model of marketing planning. The research objective was to determine how marketing managers actually do go about making marketing planning decisions and what the consequences of this...

Purpose – The purpose of this paper is to detail teaching and learning strategies designed to incorporate advances in marketing and continued interest in new marketing knowledge. Design/methodology/approach – The current debate concerning the transfer of new marketing knowledge from...