Is academic marketing losing its way? Embrace intermediaries

Gary L. Lilien

Australasian marketing journal, 2010, vol. 18, issue 3, 174-176

Abstract: I suggest that a solution to Reibstein et al. (2009) diagnosis that Academic Marketing is losing its way is to seek creative connections with marketing intermediaries (consultancies and market research firms) that can provide access both to problems and to data. That access should help the field find its way back to the path that leads to rigorous academic research on real and important problems.

Keywords: Marketing Practice; Intermediaries; Marketing research (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:18:y:2010:i:3:p:174-176

DOI: 10.1016/j.ausmj.2010.06.011

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