Introduction to Theory and Practice in Marketing Conference Special Section of Marketing Science

Sunil Gupta (), Dominique Hanssens (), John R. Hauser (), Donald Lehmann () and Bernd Schmitt ()
Additional contact information
Sunil Gupta: Harvard Business School, Boston, Massachusetts 02163
Dominique Hanssens: Anderson School of Management, University of California, Los Angeles, Los Angeles, California 90095
John R. Hauser: MIT Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02142
Donald Lehmann: Columbia Business School, Columbia University, New York, New York, 10027
Bernd Schmitt: Columbia Business School, Columbia University, New York, New York, 10027

Marketing Science, 2014, vol. 33, issue 1, 1-5

Abstract: This special section is the result of an effort by several scholars to move marketing academic research toward greater practical relevance. This initiative, called Theory + Practice in Marketing (TPM), started with a conference at Columbia Business School in 2011, and the five papers published in this special section were presented at the second TPM conference held at Harvard Business School in 2012.

Keywords: theory and practice; store brands; banner ads; market growth; retail price; social networks (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:33:y:2014:i:1:p:1-5

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