The Role of Business Schools in Marketing Education

Andre Vilares Morgado
Additional contact information
Andre Vilares Morgado: AESE Business School, Lisboa, Portugal

International Journal of Marketing and Sales Education (IJMSE), 2019, vol. 2, issue 1, 45-58

Abstract: Business schools play a key role in training marketing professionals. However, there is a strong divide between the expectations held by marketing professionals and those held in academia. This article considers this phenomenon from a theoretical point of view and explores its causes. The author argues that business schools are able to play a key role in bridging theory and practice in marketing. The article closes by offering several suggestions for how business schools might increase the relevance of marketing research while reducing the gap between marketing theory and practice. In particular, the article suggests the adoption of an inductive approach to research and offers a set of policies that business schools can implement in order to close this gap.

Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 018/IJMSE.2019010104 (application/pdf)

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:igg:jmse00:v:2:y:2019:i:1:p:45-58

Access Statistics for this article

International Journal of Marketing and Sales Education (IJMSE) is currently edited by Anju Bharti

More articles in International Journal of Marketing and Sales Education (IJMSE) from IGI Global
Bibliographic data for series maintained by Journal Editor ().