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 …