Is marketing academia losing its way? It depends where you look

Mark D. Uncles

Australasian marketing journal, 2010, vol. 18, issue 3, 165-167

Abstract: Heterogeneity lies at the heart of the issue of whether marketing academia is losing its way. On the one hand, critics point to research studies that address trivial themes and non-problems. Giving grounds for optimism, on the other hand, are the hundreds of research studies that investigate significant managerial problems in ways that are rigorous, relevant and accessible. Looking ahead, we should re-think the significance of marketing, encourage industry collaboration, streamline journal publication processes, give extra weight to management-relevant criteria when refereeing journal articles, and reflect these practices in the way future generations of marketers are trained.

Keywords: Marketing theory; Marketing practice; Academic rigour; Managerial relevance (search for similar items in EconPapers)
Date: 2010
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1441358210000406
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:18:y:2010:i:3:p:165-167

DOI: 10.1016/j.ausmj.2010.06.008

Access Statistics for this article

Australasian marketing journal is currently edited by Roger Marshall

More articles in Australasian marketing journal from Elsevier
Bibliographic data for series maintained by Catherine Liu ().