Bridging marketing theory - practice gap to enhance firm performance: Introduction to the special issue

Florin Sabin Foltean

Journal of Business Research, 2019, vol. 104, issue C, 520-528

Abstract: The fast pace of technology is challenging existing business practices and, consequently, widening the gap between marketing theory and practice. This special issue is intended to help bridge this gap. The articles it contains were presented at the 8th European Marketing Academy Regional Conference hosted by the West University of Timisoara, Romania. They provide theoretical insights and practical insights in four strategic areas related to firm performance: marketing strategy implementation; digital technologies in marketing; international branding; and sustainable marketing. This paper reviews existing solutions for bridging the gap between marketing theory and practice, summarize the content of the eleven papers published and provide directions for future research.

Keywords: Marketing theory and practice; Strategy; Social media; Branding; Sustainability (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296319303662
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:jbrese:v:104:y:2019:i:c:p:520-528

DOI: 10.1016/j.jbusres.2019.06.008

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().